Slazenger is one of Britain's oldest sporting brands, but under the creative direction of Alexei Hamblin, it's entering an exciting new era. Blending more than 140 years of heritage with a fresh design perspective, Alexei is helping reshape how a new generation sees the iconic name.
For the latest edition of Talking Threads, we caught up with Alexei to discuss brand storytelling, balancing heritage with innovation, and why content creation is changing the fashion industry. From Slazenger's rich archives to what's next for the brand, here's what he had to say.
What's one thing you wish you knew about Slazenger before you started?
I think just how broad the brand was. When I first came in, I thought it was just the old-school British tennis brand, but the influence it's had on golf, cricket and so many other areas is incredible. I even saw a shirt the other day with a 'Seal of Approval from the US Navy' on it. You realise pretty quickly that it's hard to know which direction to take because there's so much history to draw from. It would've been nice to understand that breadth before coming in full steam ahead.
You realise pretty quickly that it's hard to know which direction to take because there's so much history to draw from.
What's the best business advice you've ever received?
People buy into stories more than they buy into products. I used to design for other brands and my own projects, and I'd wonder why people loved the designs but weren't really connecting with them. As soon as you attach a product to a meaningful story, people buy into it emotionally. That's when it becomes something they feel they need. I never want to create products or collections without a reason for existing. That's the beauty of Slazenger—there's so much history to unearth and bring back to life today.
As soon as you attach a product to a meaningful story, people buy into it emotionally.
One tip for staying creative and not losing momentum?
Always stay curious. Don't get tunnel vision around one source of inspiration. Be open to anything. Before Slazenger I used to take photos of drain covers and random textures. My camera roll looked ridiculous, but inspiration can come from places most people overlook. Whenever I hit a creative block, I deliberately look somewhere unexpected.
Inspiration can come from places most people overlook. Whenever I hit a creative block, I deliberately look somewhere unexpected.
Heritage or innovation?
I couldn't choose. They have to exist together. Heritage should inform innovation. Slazenger is a heritage brand, so the important thing isn't just celebrating its past—it's asking what that history tells us about what we should be doing today.
What's the biggest misconception about Slazenger?
That it's just a dusty old tennis brand you'd find in a lost property box. Once I really immersed myself in the archive, I realised there's so much incredible product and history there. The problem wasn't the brand - it was that the story had stopped being told. I've completely fallen in love with it, and now my job is to help other people fall in love with it too.
The problem wasn't the brand - it was that the story had stopped being told.
Which decade of Slazenger's archive inspires you the most?
I tend to ground things in the 70s and 80s because the photography and world-building from that era are amazing. But the real challenge is taking 140 years of history and creating one consistent design language. I never want to be locked into one decade.
What's your favourite piece from the latest collection?
For menswear, the burgundy track jacket. It captures that 90s terrace feeling but still feels fresh and elevated. For womenswear, it's the tennis dress and the V-neck mohair knit. We looked at traditional golf sweaters and reimagined them in a more contemporary way with cut-outs and detailing. That direction really represents where I want the brand to go.
Is your journey a sign of things to come for the industry?
I hope so. Fashion has traditionally been very gatekept, and people often had to spend years struggling before getting an opportunity. Now brands are paying attention to creators. People's TikToks are ending up in boardrooms. I've seen more people finding creative ways to showcase their work online and land amazing opportunities. Hopefully that's where the industry's heading.
People's TikToks are ending up in boardrooms.
Which celebrity would you love to see wearing the brand?
Morrissey from The Smiths. I just think he'd love it... although he probably wouldn't.
I heard there are some shoes on the way. Anything you can tell us?
I'd just say watch this space. Shoes are what got me into fashion in the first place, so we'll see.
