Alec created his namesake’s brand to be different from other clothing labels both in product and daily operations. He wanted a shirt that was actually casual and one he wanted to wear on a regular basis, much like you would a t shirt. For this, the key elements were incredible fabrics, made to last construction, comfort, subtle details and a new, contemporary take on the wardrobe staple - the casual shirt.
In terms of daily operations, by taking a Digital First approach, Alec I-K can avoid the apparel industry issues of seasons, over production and subsequent incineration of unsold clothes. By only answering to our customers and ourselves, we have flexibility and control in our production processes and the ability to create exactly what our customers want – not what we tell them. It’s for this reason we invite customers to co-design future products should you wish and have your say on where they are made too.
Where clothes are made raises many questions around ethics and sustainability, which is why we make our clothes ethically and entirely in Portugal – world renowned for their artisanal skills, fair labour ethics and sustainable practices. We also use recycled and biodegradable cardboard for our packaging wherever possible.
Ultimately, Alec wants to benefit society, not only himself and the people that enjoy our clothes. It is for this reason Alec I-K supports organisations that are aligned with his own ambition of improving men’s mental health, a cause close to Alec’s heart due to his own experiences with those close to him. By donating 10% of all profits to chosen good causes, we can increase much needed funding for men’s mental health and openly talk about complex gender situations. Please read our Journal for more information.
The Campaign Against Living Miserably (CALM) is the first charity we have officially partnered with. We donate 5% of all profits to CALM, which fights against the biggest killer of men under 45 years old – suicide. Their goal is a life less miserable – for you, your friends, your family and for all men.