Lead image for Hype DC Sneakertellers campaign
Before crafting fits worn by Playboi Carti, Billie Eilish and Frank Ocean, Alexandra Hackett cut her teeth working at Hype DC. The lifelong sneakerhead forged her radical style of fashion alchemy using retail experience, an eye for branding and devotion to innovative sportswear. She currently runs studio ALCH as well as her buzzing Instagram @miniswoosh from London.
Alexandra reincarnates materials into slick garments with sustainability at the core. Her most experimental designs live with her personal brand Mini Swoosh. If the fabrics have been used in one way, you can guarantee she’s thought of another, more stylish purpose.
From deadstock to deluxe – Alexandra has upcycled windscreen covers, bubble wrap, Ikea bags, NASA space foil, Airpods and Nike Dri-Fit socks. Her recrafted bucket hats, vests and utility-wear lace celebrities, fashion models and savvy consumers alike.
Starting out serving up Air Max 90s in Richmond to collaborating with Nike, the Australian-born innovator is going full circle and reflecting on just how big an impact sneaker culture has had on her life as part of Hype DC’s latest Sneakertellers campaign.
In collaboration with Hype DC, Alexandra shares her sneaker journey, one that has ended in finding passion and purpose for reincarnating materials into slick, experimental garments with sustainability at the core.
Why do you think you’re fascinated by footwear?
I have a real fascination with and appreciation for function-based design, specifically through the medium of sportswear. Sportswear is really leading the way in terms of advancements in the development of apparel and footwear technology, which is what I have always found incredibly inspiring.
What shoe has had the biggest influence on your life?
I really love the Air Max Plus or TN. I think living in Australia and London, where that model has such a unique cultural following really fuelled my appreciation, and I’ve been fortunate enough to work on a number of projects surrounding the TN.
Did working at Hype DC and being near customers influence your approach to design?
Hype DC was my first retail job and my first job within the sneaker and streetwear industry. I think working with consumers in a public-facing position is such an essential experience if you want to work in the industry. It allows you to have first-hand experience working with product and understanding the needs and habits of consumers.
What did you learn being surrounded by shoes all day?
I guess I learned to really appreciate the small details on footwear — that’s where my moniker “miniswoosh” came from. I was working in London in a footwear retail store and discussing with my manager what our favourite elements of Nike models were.
Mine was, of course, the mini swoosh. I’m naturally a big fan of branding and logos but the mini swoosh is such a subtle detail that really finishes off any design.
What was the breakthrough moment in your career progressing from ambassador to designer?
I’d say, graduating from university, moving to London and starting to work in the industry over there. Being a part of Nike Vote Forward in 2017 was probably the real breakthrough moment —being flown out to Nike WHQ in Portland and designing my own Nike Air Max alongside 12 other creatives. Dream come true.
What skills are needed in your field?
Anyone can be a designer, but the more knowledge, experience and skills you harness over time, the more you’ll understand the industry. It takes time, persistence and a whole lot of consistent energy.
For those who might not know, what’s your typical day like?
Completely depends on what project I’m working on! Sometimes I’ll spend the whole day in the studio, working on a rug or upcycled garment, or I’ll be in the garage crafting a furniture piece. I love learning new skills and I have a very DIY attitude. At the moment, I’m also teaching menswear design and styling at a university, so I’m there a lot too!
What’s the guiding principle that defines how you approach your work?
Function-based design with a focus on minimizing waste — whether that be through waste-reducing pattern cutting or through working with non-traditional materials to give them a second life.
What makes a good sneaker in your opinion?
Probably a combination of attention to detail, fabrication and colour. I also need to have an emotional connection. That sounds extreme, but I have to really love a trainer if I’m going to make a purchase. I’m not really bothered if a shoe is super popular — I just need to have a connection myself.
What are some of the favourite things you’ve made?
I have a set of armchairs that I upcycled in Nike socks which I really love — I have one in Australia and one I gave to my friend Meg in the UK. I also custom made a dining table with the Nike Court logo, which I love. Clothing-wise, some of my favourite items would be the reconstructed Nike vest I made for Santan Dave and this tailored suit jacket I made from Nike duffle bags.
Where would you like to see the future of sportswear design?
The future of sportswear design definitely lies in technological advancements. I would specifically like to see the development of more technologies that enable easier zero-waste pattern development and high-tech knitwear.
Hype DC is celebrating its role in Australian sneaker culture with The Sneakertellers campaign, bringing together diverse voices within the Hype DC community of artists, musicians, athletes, designers and creators, to tell their stories of how sneakers have impacted their lives. Catch the full story behind each Sneakerteller through April and May here.
