Renowned for repurposing Nike staples to new levels of hyperfunctionality is Studio ALCH, the brainchild of Australia-born, London-based talent Alexandra Hackett, better know by her Instagram moniker Miniswoosh. We checked out the brand’s first collection showcased for London Fashion Week Men’s at NikeLab’s 1948 space in East London.
The collection is inspired by the Japanese art of Chindōgu, a process of “inventing products that are not entirely useful, but simultaneously not useless”. It follows ALCH's work of reconstructing items to give new leases of life and purpose. Previously only producing one-off pieces from Nike staples such as sports socks and duffle bags into dungarees and jumpsuits, we see ALCH continue to switch up garment construction now with more traditional sportswear silhouettes. Tracksuits come either with huge eye-catching eyelets or all-over ALCH branding as seen on modeled bucket hats and warm up pants.
There's also shorts and skirts constructed with Nike lanyards, alongside dungarees and a work jacket that provide extra functionality, covered with labelled velcro pockets dedicated to daily items. All the models outfits were completed with unreleased Nike Tuned Airs with large overlay Swoosh branding.
All images & words: Denis Yong