Established by Alyx Alakija, ALLI is intended to tell the story of my many worlds intertwined. Heavily influenced and inspired by my upbringing across Nigeria, South Africa and England, ALLI represents the common thread among us all; a collective craving for a more caring and considered world.

We live in a changing world, but change for the better isn’t happening fast enough. My hope is for ALLI to be a force for good, and a catalyst for change. Our ethos is a pretty modest one; sustainability through timeless design. At each stage of our design process, we celebrate the ease and effortlessness of simplicity, timelessness, and enduring modernity. Versatile fabrics, complimentary colourways, undying styles and sleek silhouettes. Our pieces are created to last long into the future, and for them to be preserved and reimagined.

I find that it’s all too easy to get lost in the world of greenwashing, while trying to navigate myself through muddied and misguided marketing. It leaves me feeling inundated by a blur of buzzwords, as brands attempt to conceal their dark and deluded realities. It's easy to forget the stories hidden in the folds and the seams of every item of clothing that we wear. And it's easy to forget the countless number of hands our clothes travelled through before getting to us. From sewing the seeds, nurturing the plants, harvesting the yield, spinning the yarns, the weaving, the knitting, the washing, the dyeing. All before being hand cut and sewn into a wearable, cherishable piece. There are numerous people behind it all. Our designs are thoughtfully and lovingly created. At ALLI, our hope is to tell the story of their fabrication and formation, as well as to commemorate their creation and their creators.

Designed for the kind and the conscientious; we’re committed to ethical sourcing and production, with sustainability woven into the very fabric of our brand's DNA. We choose our materials carefully, using only natural, organic and regenerated fabrics – all of which are safely and readily biodegradable. In that way, our garments are, quite literally, fashioned from nature. We only work with the greatest quality of fibres and fabrics to craft into our designs in order to ensure longevity. Taking every effort to ensure that the very essence of each design is intrinsically sustainable, the pieces we produce are held to the highest standard so they can be worn and re-worn, time and time again. They’re truly timeless treasures.

Ally was one of my many nicknames from my childhood, and trust me, there were many. But Ally was always, and still is, my favourite one. For me, the brand's name, Alli, much like childhood itself, represents a time of innocence and inexperience - a time where nothing but virtue and vitality shines bright. And although only a handful of friends still call me by that name, hearing it always fills me with a beaming sense of nostalgia, a longing for times past. And just like that, it's that injection of nostalgia that drives our design process. Inspired by pieces of the past and creations from earlier eras, we hope to create wonders with a timeless yet contemporary flavour. Our ethos is based on transcending forever fleeting trends through modern minimalism, and an injection of our own signature style, which will last long into the future.

There's still a long way to go for ALLI as a brand, and for the industry at large, this is only just the beginning. I've poured my heart and soul into this, and seeing it come to life has been so surreal. I hope you love it as much as I do.