A Conversation With ALCH Founder Alexandra Hackett AKA @miniswoosh

Fresh from showcasing ALCH's designs at London Fashion Week Men's, Alexandra Hackett is the one to watch in the streetwear sphere.

Known to her Instagram followers as @miniswoosh, Alex is a Nike aficionado and has caught the eye of the industry with her deconstructed reinterpretations of Swoosh emblazoned products.

With the logomania trend in full swing, ALCH's high-fashion twist on sportswear classics brings must-have appeal to the market.

We caught up with Alex to discuss everything from her recent collaboration with Kendrick Lamar and ALCH's upcoming projects, to her thoughts on the inclusivity of women in the streetwear scene.

Check out the full interview below.

What inspired you to create ALCH and work on reconstructing sportswear?

I've always been interested in non-traditional textiles, since I was very young and learnt to sew for the first time. For me, it's integral to the way in which I design.

Do you have a strict design process that you follow?

I'm heavily influenced by the intersection between function and fabrication. At ALCH, we're really focused on how we can either extend the life-span of a physical product, or at least inspire and evoke a specific message about reconstructive methods applicable in the home.

How did you first fall in love with the sneaker culture?

I always worked in sneaker stores — I started off at Hype DC then worked in the footwear department at a Nike Factory Outlet in Australia before moving to London and getting a job at Footpatrol. So, I guess I was involved from a retail perspective for quite some time.

What is it like being a female in what's known to many as more of a male dominated industry?

There's pros and cons — on one hand, the female sneaker market is growing rapidly so more and more opportunities are becoming available. But on the other hand, representation is still so small in comparison.

Which design or project would you say that you are most proud of?

I feel like I'm always the most proud of whatever I'm working on at the moment, because I try to challenge myself with every opportunity. One of my favourite past pieces though, was an armchair upholstered in Nike Dri-Fit socks, which I made for Melbourne: On Air this year. The Vote Forward competition from last year will always be special to me too.

What was it like collaborating with big names like Kendrick Lamar and Frank Ocean? Does your design process change at all when creating customs for individuals?

It doesn't necessarily change, but it's always interesting to know where the product may end up, and to cater to specific design requests or deadlines.

In terms of collaborating with artists, how do you incorporate their personal style and work in your design concepts?

For me, it's important that collaboration is always genuine and that the storytelling is authentic. We see enough inauthentic product placement and paid advertising so, for me, it's crucial that the end-product is relevant to the wearer and that they share a connection with it.

How do you feel about celebrity involvement in sneaker design?

I think what Rihanna started with Puma is incredible - it really opened up the industry to the huge potential of different female consumer bases.

There seems to have been a rise in the amount of female sneakerheads recently. Or is social media just making the concept more visible?

I mean I think there's different levels to what defines a 'sneakerhead' and I think perhaps a lot of women fall into a completely different category all together. I don't think it's necessary for someone to own 500 pairs of trainers to be eligible to contribute to the sneakerhead community. I do think social media is a huge driving force in consumerism though.

Which brands do you think are capturing the deconstructed sneaker trend in the best way at the moment?

Balenciaga has really taken the reigns of that aesthetic for the mass market, however, I do think the new Undercover x Nike React Element 87 is a really clean, fresh take on the trend.

How much do current trends influence your work?

I'm not really phased by trends at all — I don't think following them is a sustainable method of design.

Which brand do you think is pioneering the expansion of the sneaker market for women?

I mean I think every brand is really trying to capitalise on the female market right now. It really started to snowball after Rihanna's collaboration with Puma, who's work is truly going from strength to strength. Partnerships in the women's market really need to be authentic, otherwise they'll get lost in the marketing strategy and risk feeling inorganic.

Do you believe that Nike's 'Unlaced' initiative and designers like you, Stella McCartney, and Danielle Cathari are helping to increase the inclusivity of women in the streetwear and sneaker sphere?

100%. I think it's really important for brands to collaborate with women in the industry, but these partnerships need to be organic. The women's streetwear market is growing at an incredibly rapid pace, and with this growth, it's really crucial that these collaborations are organic.

Tell us about your favourite women's sneakers right now and why you think that they stand out from the crowd.

I wear mostly unisex pairs, but my favourite women's release lately was the Nike Air Max Plus LX Suede/Velvet in Particle Rose. I love the Jordan 1 Satin “Shattered Backboard” and CDG x Nike Air Max 180s too. I just really love design that meets at the intersection of luxury and high-tech sportswear.

How do you feel about the interpretation of sneakers by high fashion brands, in comparison to sneakers created by sportswear brands such as Nike and adidas?

Personally, I like functional trainers, not so much stylised, high fashion interpretations, which are often just following a trend. I'm interested in comfort, practicality and a reasonable price tag, not just aesthetic.

Is there anything you can tell us about your fashion week plans and upcoming designs?

Well, I just debuted my first collection for ALCH at London Fashion Week Men's, which was a presentation supported by Nike, held at 1948. We have a load of projects coming up and will soon begin preparation for our next show in January.

How would you advise aspiring designers who want to make it in the streetwear industry?

I always say this, but one of the most important things to remember is that you need to establish your own point of difference, and then capitalise on it. A thick skin helps too.

As the sneaker industry becomes more inclusive, what are your hopes for the future?

Less segregation and more of a focus on authentic, organic brand partnerships.

To hear more from Alex, follow her on Instagram @miniswoosh and @studioalch and browse her designs here.