Alexandra Hackett aka Mini Swoosh

Business of HYPE

Alexandra Hackett is the founder of Studio ALCH (short for her name: Alexandra Louise Champion Hackett) and also known by many as "Mini Swoosh." In just a few short years, the brand has shown at London Fashion Week, partnered with global retailers and worked with numerous celebrities from Kendrick Lamar to Frank Ocean. The Australian-born, London based creative creates one-of-a-kind articles of clothing from deconstructed pieces of found material from Nike duffel bags to NASA space foil.

Studio ALCH is the overarching brand that gives fuel to her mission of "exploring the process of deconstruction and reconstruction to extend the lifespan of pre-existing products." Her personal brand, Mini Swoosh, dives into the more experimental side of her deconstructive projects, whilst giving homage to the brand Nike—which has heavily inspired her design career. In this episode, Alex details her early career from working in the sneaker retail space to participating in 2017's Nike Vote For You competition to creating her brand. She reminds us of the importance of sustainability and how the "best thing to do with fashion is to make nothing new at all."

Thank you so much for tuning into the Business of HYPE. As always, thank you for tuning into HYPEBEAST Radio and Business of HYPE. Please don't forget to rate, comment and subscribe to our other shows. This episode was recorded prior to COVID-19 with the interludes recorded during. We hope you guys stay safe, wash your hands, practice social distancing and find ways to still stay inspired during this time.

For more info: https://hypebeast.com/2020/6/alex-hackett-studio-alch-mini-swoosh-interview-business-of-hype-jeffstaple-episode-77

https://www.instagram.com/studioalch/

https://www.instagram.com/miniswoosh/

https://www.a-l-c-h.com/

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