Aletross
At the heart of the brand is the heart of a man.
A name you can hear him in.
He was not a man who explained himself. What he thought was in what he kept, and what he kept was mostly ordinary — a jacket worn past the point anyone would have replaced it, a shirt that had outlived the occasion it was bought for.
He did not think he owned any of it. He would have said the things were with him for a while, that he was looking after them, and that looking after something is a different relationship from having it.
Everything on the main line carries the story of a life it touched. Not a life in the large sense — not the events anybody would write down — but the small, unremarkable hours a garment is actually present for.
What is left of a person is rarely the large things. It is the objects they reached for often enough to wear down. Those are what this book is made of.
At the heart of the brand is the heart of a man.
That is true. It is also true that we are, in the end, a vintage clothing company with a story to tell.
Say it right
How to pronounce Aletross
Aletross is pronounced ah-LEH-tross, /ɑˈlɛ.trɒs/. The stress falls on the second syllable.
Stress the middle
/ɑˈlɛ.trɒs/
It is said the way it has always been said out loud. The weight falls in the middle.