Summary
Alexei Hamblin, a designer and content creator, used TikTok to share his ideas on revamping old sports brands. His content gained significant attention, leading to a consulting role with Frasers Group to help reinvent the sports brand Slazenger. The initiative aims to blend the brand's heritage with modern, premium styles while retaining its broad accessibility.
Key Facts
- Alexei Hamblin is a 23-year-old content creator and designer who uses TikTok to share fashion ideas.
- Hamblin's TikTok series on revamping "dead" sports brands caught the attention of Frasers Group.
- Instead of facing legal action, Hamblin was offered a consulting role with Frasers Group to work on the Slazenger brand.
- Slazenger, founded in 1881, is known for golf and tennis equipment and was a supplier for Wimbledon.
- Hamblin aims to create a premium sportswear line that enhances the brand's heritage while keeping it accessible.
- He believes Generation Z habits give him insight into modern consumer trends.
- Renee Washington, a fashion journalist, notes content creators are making fashion more accessible and conversational, but legacy brands still hold trust and authority.
