Originally launched in 1998, Alphanumeric Brand (A#) stepped onto the scene with technical yet functional apparel that was built to ride, eventually laying the roots for modern streetwear. A# fused a mix of lifestyles crossing over skateboarding, surfing, snowboarding, car culture and music. Taking a non-traditional approach to design and marketing, A# utilized an educational-based ad campaign. The concept behind the brand name “Alphanumeric” is to combine letters (alpha) and numbers (numeric), to communicate a worldwide message.