Leading up to the launch of our collaboration with ALCH, we had a little chat with Alexandra Hackett also known as Miniswoosh who designed the vests and is part of ALCH.

Who are you, and where are you from?
My name’s Alexandra Hackett - most people know me as “miniswoosh” - and I run a menswear studio called ALCH. I’m Australian but I currently live in London.

What keeps you occupied on a daily basis?

On weekdays, I work from my studio, where i develop mostly custom commissioned pieces or small production runs for my brand. On weekends though, I work at a top tier sneaker store in Soho.

When and how did you get started with fashion?
I studied Menswear Design at university in Australia and always posted my work on social media so it gained a lot of traction and kind of escalated from there. When I moved to London I started off interning then worked for a few seasons as the Studio Manager of a menswear label, before properly launching my studio space.

Why do you prefer Nike?
I get asked this question all the time and it’s kind of hard to explain. Mostly it’s just to do with Nike’s product and ethos, which I think transcends just the sporting industry and is applicable in all elements of life. I read a quote by John Hoke (VP, Global Design, Nike) the other day that I really related to: “Influential designs often transcend their original aim - be it functional or aesthetic or both. They become a conduit of cultural value, which ascribes an entirely new significance to the original design.” With Nike’s product, every design line, textile choice, seam and trim specification is designed specifically to the athlete. It’s a very honest outlook on design. The positivity and drive projected through their brand is totally inspiring. Also, their logo is iconic.

What is your favourite visual at the moment and why?
I love the graphics by Chris Labrooy (@chrislabrooy) and all the installations by Hotel (@hotelcreative). Both have worked with Nike on some incredible campaigns developing digital and/or tangible by-products. I’m fascinated by any designer that pushes Nike’s brand identity to new levels.

Which music artists are you currently listening to and would you recommend others?
I’m obsessed with that Drake x Sade Mixtape by VACATIONS ( Also this steelpan cover of Work by Rihanna (

What is your favourite travel destination?
New York - it’s completely oversaturated with branding, advertisements, and commercial stimuli which I find super inspiring.