Hi.

My name is Alfie and I’m a ‘Designer’ based in South East London.

Plough your own furrow is the mantra for a design methodology that seeks to deconstruct and intimately understand ideas before acting upon them. It’s an acknowledgement that our current media saturated environment inspires us greatly, but at times overwhelmes the creative process with the semio-inflated ideologies of style and success.

Currently my practice focuses heavily on research communicated through zines, artwork, objects and film to critique initial ideas and to help form new trajectories aiming for evolution and innovation in material culture - rather than upcycled/subtly evolved ideas. Recent projects have included a dutiful reflection of cycling culture in the comissioned paint work for my custom built Hesson Labs, that exemplifies - albeit with a lot of controversy - the extreme extent to which nostalgia’s can be approached dutifully.