HyperCustom #1 | Ben Birkl from Alpha Industries: Custom Collabs, Sneakers & Cars

In our first episode we're talking with a true customization enthusiast, who is working for one of the most iconic lifestyle brands from the US: Alpha Industries. A company which has started as a supplier for the U.S. Department of Defense in 1957 and became an icon of the streetwear scene. In this episode we're talking with Ben Birkl about his perspective on customization, Alpha's strategic marketing approach to come up with limited product collabs and his very personal connection to custom sneakers and cars.