Alexandra Hackett has a love of activewear that extends far beyond just lounging around in her tights after hitting the gym.
The Melbourne-born, London-based streetwear designer, who is one of only a few women working in the space, has made her mark in the hypebeast world as well as Instagram for her unofficial Nike merch that is not so much derivative as it is extremely wearable art.
Three years ago, Hackett who goes by the handle @miniswoosh, was working the floor at a Nike factory outlet store in Melbourne while studying men’s sportswear design at RMIT.
Today, as well as establishing her own streetwear label ALCH, she’s earned a cult following and the attention of Nike bosses for her passion projects which she makes from repurposing Nike goods like pants out of gym sacks and couches upholstered in DryFit socks.
“I’m really interested in branding and logos and how you can use those on products to sell products,” she told ELLE Australia.
“We have a unique relationship because I have such a strong admiration for the brand and I’m quite a strong advocate for it. I’m not doing anything out of spite, I’m doing it out of pure love for the brand and I want to work directly with the brand and take any opportunity that’s presented. I just want to be apart of Nike’s journey and how they talk to consumers.”
In the era of Off-White, Vetements and Supreme’s relationship with Louis Vuitton, Mini Swoosh’s work is revered by Nike and she has since been approached by the brand to work on several projects, including the most recent Air Max 270 sneaker launch.
The new Nike Air Max 270 which will go on sale on March 22.
THE NEW NIKE AIR MAX 270 WHICH WILL GO ON SALE ON MARCH 22.
The new 270, as a combo of the Air Max 180 and Air Max 93 shoes, is set to be the new Flyknit for the fashion world, with more height and bounce than any other sneaker that’s come before it.
“Wearing hi-tech products as casual wear is where we’re at right now and that’s what the new 270 is. Nike has taken an element of a shoe like the air bubble which is a highly technical feature of a shoe, which is usually only used on high performance wear and transformed it into a lifestyle product,” she said.
Arriving on Air Max Day, March 26th, will be Sean Wotherspoon’s hugely playful Nike Air Max hybrid. With the show finally getting a wide release, select Australian retailers will be stocking this colourful sneaker which is the result of the recent Vote Forward content held by Nike in 2017.
As you can guess, Wotherspoon remained victorious during Vote Forward, besting 12 other designs tasked at creating one of the next Nike Air silhouettes. His creation is the Air Max 1/97 SW, drawing upon Wotherspoon’s passion for ’80s culture and vintage corduroy caps. Each panel is given its own shade, leading to the sneaker representing yellow, purple, pink, blue and forest green.
Additional details on the forthcoming pair span a blue mini Swoosh on the lateral toe, corduroy pull tabs, Swoosh-clad smiley facea on the foot bed, and four pre-packaged lace options. While the multi coloured upper blends pastel and earthy tones fans can also customise with a Velcro tongue that allows wearers to swap out the front graphic.
The Nike Air Max 1/97 will be available from select retailers across Australia from 26th March 2018.