Interview to Alexandra Hackett one of the participants at Nike Vote Forward

We met Alexandra Hackett, one of the partecipant of Nike Vote Forward for the Air Max Day. Discover trough our interview her passion for Nike!

#1 “Mini Swoosh”. Why this name?

Technically speaking, the mini Swoosh refers to the tiny Nike logo that you occasionally see on Nike sneakers. It’s often my favourite element of a trainer design. My colleague at Footpatrol, Pedro, actually came up with the name though! We were brainstorming DJ names and looking at all my favourite Nike models and he suggested it.

#2 You had the chance to express your vision on the future of Air Max for celebration of Air Max Day. Where did you start to design the sneaker?

My Air Max design is an amalgamation of nine of the original Air Max models that showcase visible air. It combines design lines and elements from the Air Max 1, 90, 180, 93, 95, 97, Plus, 360 and 2015 hence creating a new model that pays homage to the past. For the fabrication and colour palette, I looked into a combination of 3M and tyvek (machine washable paper) to reflect a Nike receipt. The tongue is inverted also, featuring a visible size label.

#3 We can say you are Nike obsessed, so tell us the truth! How was your experience at Nike?

I’m a HUGE Nike fan - I even have a small Swoosh tattooed on my ankle. Working with Nike was an eye-opening experience - they’re such a huge company and the structure of their brand is quite corporate. I was lucky enough to go over to the Nike World Headquarters in Portland, Oregon where I had a tour of the campus which was incredible.

#4 How would you define your style in one word? Imagine or design, what’s your favourite step in your creative process?

In one word, it’s probably “Nike”, but essentially it’s a combination of sport and street. My entire practice revolves around highly developed design. I’m not really interested in something aesthetically pleasing if it’s not functional. I believe very strongly in every element of a product having a purpose. 

#5 Looking at ALCH the first thing that comes to our mind is the redesign concept. The product packaging becomes fashionable. What is the meaning behind the appearance? 

In my work, I’m really focused on deconstruction and reconstruction. I’m interested in how a textile or product that is not traditionally associated with apparel design can be transformed into clothing whilst still retaining its function. I like the idea of the body as a product and clothing as a form of product packaging because it really take the notion of clothing down to a base level of practicality.

#6 Menswear vs. Womenswear. We think we already know which one is the winner for you, would you explain why?

Menswear 100%. From a technical point of view, I find womens patterns and silhouettes too figure-based. I also prefer the menswear industry - it’s less “fashion”.

#7 You are a streetwear icon. Do you see yourself in the world of high fashion in the future? 

Wow, I’m flattered you consider me a streetwear icon! I’ve worked in high fashion, and I’m not really sure it’s for me. I’m more interested in streetwear and sportswear - that industry is simply more real to me, less of a facade. 

#8 Tell us something about all your jobs. Any future project ahead? 

Well for the last year and a half I worked as Studio Manager for a menswear label here in London but now I’m just working freelance as a menswear designer. I also work part time at one of the top sneaker stores in London - Footpatrol. Got heaps of projects in the works, the major one I’ve been working on has been this Nike Vote Forward campaign though. Got some exciting things coming up though!