About Us

ALCH is a brand founded in 1999 out of the love and curiosity for the culture and life around Sneakers, Fashion, Art, Music and Basketball. Today ALCH works through 4 main pillars.
ALCH Brand

Through ALCH Brand we can creatively transform our curiosity for new things, and our passion for heritage into items. A mix between full apparel collections or just that one special thing is being released on a regular cadence. Some items are meant to never run out of stock, and some things are made in very limited runs and sells out on launch. Since the launch of the first footwear collaboration in 2003 (with Puma ) ALCH has worked on over 200 collaborative projects with all major footwear brands such as Nike Jordan Brand adidas New Balance Converse Reebok Vans and more.

ALCH Retail Experience

What started as a small store in the back streets of Södermalm back in 1999 has now grown to a true retail experience with 7 locations in New York City, Los Angles, Tokyo, London, Paris, Berlin, Stockholm . At ALCH Retail you will find the latest hard-to find sneaker releases such as adidas YEEZY, Nike x Off-White, NikeLab, adidas Consortium.
You will also find a curated assortment of brands such as Aries, Needles, , Perks and Mini, South2 West8, ByBorre, Thisisneverthat, The North Face and of course your most classic sneaker silhouettes such as Nike Air Force 1, Nike Air Max 1, Air Jordan 1, Converse All Star, adidas Stan Smith, adidas Campus, Puma Suede , all classics from New Balance and much more. We have sold sneakers and apparel online since 1999. Download our App to get first access to new collections from ALCH, and information of the latest releases.



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ALCH Cares

Through this foundation, we are able to give back and do better. Better for the community and better for the world. Our community can mean any of the countries we operate in, it can mean our 10 closest friends. Recent projects include working with JMJ Foundation, Whenweallvote, Charity Drop for Unicef as well as more global initiatives to work more sustainable.

ALCH Founders

ALCH was founded in 1999 by Erik Fagerlind and Peter Jansson. Growing up in Stockholm during the 80’s and 90’s the two friends found each other over the passion for Sneakers and the curiosity of its surrounding culture. Erik grew up playing Basketball during the Michael Jordan era, and Peter got hit by the first wave of Hip Hop that found its way to Europe in the early 80’s. Through their love for Sneakers, Peter started working in the Footwear industry in ’89, and Erik in ’94. Sticking together and feeding off each other’s strengths, the two friends continue to find new creative ways to impress the teenager within them whether that be through collaborating with brands on their favorite silhouette, opening a Bar in their favorite city or designing their new favorite collection all while making new friends along the way.

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ALCH Brand Values

At ALCH we love creativity. We want to add. We want to engage and contribute. We love new things, and we love traditions. We believe in everyone’s right to equal opportunities. Work hard - play hard. Follow your heart. Give back. Be sustainable. We honor heritage and embrace the future.
And we always wear sneakers.

Read here about the ALCH Diversity & Inclusion initiatives.

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