What's Working? Mave Riley

Fashion has always existed on a spectrum, and right now, that runs the gamut from workleisure to platform Crocs and nightclub-lingerie. For all-American apparel brand Alpha Industries, its military-esque style neatly fits into those intersecting extremes.

But, Alpha Industries' evolution from military outfitter to consumer-facing lifestyle brand does not mean sacrificing its roots. "We're never going to stop selling the [military] surplus," said Mike Cirker, president and CEO of Alpha Industries.

Alpha Industries, founded by Cirker's grandfather in 1959, expanded the reach of its bomber coats, aviation flight jackets and parkas in the '70s as individuals became enamored by the style of the "American cool guys" in the military worldwide. While the brand continues to associate with service stars, such as with its Heritage Collection that pays homage to its original Mil-Spec Flight Jacket, Alpha Industries has also dipped into the world of entertainment. In 2016, the brand collaborated with Kanye West on the rapper's Yeezy tour merchandise bomber jacket. It also teamed with celebrity stylist Maeve Reilly, who dresses Hailey Bieber and Megan Fox, on Alpha's fall 2021 collection.

"We're pushing the boundaries on reinventing old military or utilitarian wear for today's [consumer]," said Cirker. "It's about the story for us."