In February 2016, the brand originated from a college dorm room, printing t-shirts out of a parking lot at Cal State Dominguez Hills. What began as a dedication to graphic design quickly expanded into producing artwork for local talent, printing for friends, and establishing a core community of local creatives.

The message behind alim remains the same as it always has: to keep going, and to ensure a piece of identity is built into everything produced. Navigating three name changes (cheel, relax studio, & alim) and the complexities of building an independent business, the brand has maintained its survival and independence.

The community surrounding alim has evolved far beyond a traditional customer base into a collective family. Over the past ten years, operations have expanded significantly from their dorm room origins, yet the brand remains dedicated to its small-town roots—paving its own way from the ground up.