New brand: Studio ALCH

Posted by DIEGO PIGNATTINI

New brand: Studio ALCH

In all of fashion’s history, clothes have been divided in two different kinds: formal, elegant clothing and casual, sportive clothing. The first category is for work, meetings, dinners and fancy occasions, the second is for everything else: from a sunday rendez vous to a session at the gym. Today, australian designer Alexandra Hackett (@miniswoosh) is challenging all of that, proposing a collection that manages to be comfortable without looking too casual. The main idea is that you should be able to leave your house to go to work and then hit the gym with the same clothes on. Her London-based...