40 YEARS OF DEF JAM

SINCE 1984, DEF JAM HAS BEEN THE DRIVING FORCE BEHIND HIP-HOP’S EVOLUTION, LAUNCHING THE CAREERS OF LEGENDS LIKE LL COOL J, PUBLIC ENEMY, JAY-Z, AND RIHANNA.

FROM UNDERGROUND ANTHEMS TO CHART-TOPPING HITS, DEF JAM HAS SHAPED THE CULTURE FOR DECADES. TO CELEBRATE 40 YEARS OF INFLUENCE, ALPHA INDUSTRIES AND DEF JAM CAFE UNITE FOR A COLLABORATION THAT HONORS THE PAST, PRESENT, AND FUTURE OF HIP-HOP.

IN CELEBRATION OF THIS COLLABORATION, HIP-HOP, HERITAGE, AND ICONIC STYLE CAME TOGETHER FOR AN UNFORGETTABLE NIGHT AT OUR NYC FLAGSHIP STORE IN NYC. WITH THE LEGENDARY DJ FATFINGAZ ON THE DECKS, THIS EVENT WAS MORE THAN JUST A GATHERING, IT WAS A TRIBUTE TO A MOVEMENT THAT HAS SHAPED MUSIC AND CULTURE FOR DECADES.

FROM THE MOMENT THE DOORS OPENED, THE ENERGY WAS ELECTRIC. THERE WAS A LINE WRAPPED AROUND THE BLOCK AS FANS, TASTEMAKERS, AND INDUSTRY INSIDERS EAGERLY MADE THEIR WAY INSIDE — READY TO EXPERIENCE A NIGHT WHERE MUSIC AND FASHION COLLIDED IN THE BEST WAY POSSIBLE.

NO CELEBRATION OF HIP-HOP WOULD BE COMPLETE WITHOUT THE PERFECT SOUNDTRACK, AND DJ FATFINGAZ DID NOT DISAPPOINT. A MASTER OF THE TURNTABLES AND A TRUE AMBASSADOR OF THE CULTURE, FATFINGAZ KEPT THE CROWD MOVING WITH A SEAMLESS MIX OF HIP-HOP CLASSICS, DEEP CUTS, AND CONTEMPORARY HITS. FROM GOLDEN-ERA ANTHEMS TO MODERN-DAY BANGERS, HE SET THE PERFECT TONE FOR THE NIGHT, BRINGING EVERYONE TOGETHER THROUGH THE POWER OF MUSIC.

THE NIGHT WAS ALSO FILLED WITH SPECIAL GUEST APPEARANCES AND ENDLESS MOMENTS OF CONNECTION BETWEEN FANS AND CREATIVES WHO SHARE A DEEP LOVE FOR MUSIC AND FASHION. WHILE REDMAN CAME INCOGNITO WEARING A FACE MASK, CAMERAS FLASHED, DRINKS FLOWED, AND THE ENERGY IN THE ROOM WAS UNDENIABLE. IT WASN’T JUST AN EVENT — IT WAS ONE FOR THE BOOKS.

A HUGE THANK YOU TO OUR GOOD FRIENDS OVER AT BROOKLYN BREWERY + JACK DANIEL’S.

IF YOU MISSED THIS ONE, DON’T WORRY — THIS IS JUST THE BEGINNING. ALPHA INDUSTRIES AND DEF JAM ARE COMMITTED TO CELEBRATING CULTURE, PUSHING BOUNDARIES, AND BRINGING EXCLUSIVE COLLABORATIONS TO LIFE. MAKE SURE YOU’RE SIGNED UP FOR OUR EMAILS TO STAY IN THE KNOW ABOUT UPCOMING DROPS, VIP INVITES, AND FUTURE EVENTS THAT BRING THE BEST OF MUSIC AND FASHION TOGETHER.

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THIS NIGHT WAS PROOF THAT HIP-HOP AND STYLE WILL ALWAYS GO HAND IN HAND. THANK YOU TO EVERYONE WHO SHOWED UP, TURNED UP, AND MADE THIS EVENT A NIGHT TO REMEMBER. SEE YOU AT THE NEXT ONE!