Dead stock fabrics
April & Alex is a London-based womenswear brand owned by British/Nigerian Award-winning Journalist, and Creative Director Didi Akinyelure. Growing up, Didi, a self-taught Designer was inspired by her grandmother who owned a tailoring business in Lagos, Nigeria, and by her mother who launched a Lagos-based ready-to-wear womenswear brand in the late 80s.
April & Alex is a mission-driven, slow fashion brand. Producing in small quantities, with little or no waste, in a British-owned low volume studio that is fully dedicated to helping the fashion industry lower its damaging effects on the environment. The brand uses premium fabrics coming from overproduction and dead-stock in all collections. A black-owned brand, with diversity, equality and fairness of upmost importance.
We have created the LDC values in the form of our three symbols that explore the mindful, traceable and transparent processes and practices that our brands adhere to and stand for, to help you discover how the products are made and make conscious choices.
Sustainability is at the forefront of the vision for April & Alex. Using circular luxury fabrics that come from the fashion industry's overproduction and dead-stock. These fabrics would otherwise have been destroyed. The circular fabric standard provides a second chance to premium fabrics.Discover more about LDC values
Book to shop 1-1 with the Designer. Have specific questions on their products or want to see it up close and personal? Who better than the Designer to talk you through the product, after all, they created it! Learn about sizing, materials, fit and how each product is made with a personal shopping session with the face behind the brand.BOOK 1-1ATTEND OPEN STUDIO