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Originally launched in 1998, Alphanumeric “EnvironMental Protection Company” stepped onto the scene with technical yet functional apparel that was built to ride, eventually laying the roots for modern streetwear. Alphanumeric fused a mix of lifestyles crossing over skateboarding, surfing, snowboarding, car culture and music. Taking a non-traditional approach to design and marketing, Alphanumeric utilized an educational-based ad campaign. The concept behind the name is to combine letters (alpha) and numbers (numeric), to communicate a world-wide message. In 2008, Alyasha and Mirko have partnered up to rebuild and re-launch the company. Alphanumeric is a comprehensive youth lifestyle brand… nothing more… nothing less.