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Ali is a multi-disciplinary designer, creative director and branding authority with a 15+ year career working as a Senior Designer in the fashion and magazine industries.
Founder of the original sustainable sportswear brand, First Base, Ali intimately understands what it takes to create and build a brand, from design and product through to brand story and everything in between. First Base exploded into the athleisure space in 2013, with the brand rolling out into 130 stores across 10 countries within its first 12 months and continues to be a leader in this space as a socially conscious independent brand.
Channelling her experience towards collaborative projects in 2020, Ali has been able to amplify and hone her skills, delivering both creative and technical projects for a plethora of brands including O’Neill, Toyota, Sydney Dance Company, Soul Cycle,Men’s Health, Project Blank and Model Co.
Dialled into popular culture with a love of music, style and art, Ali brings a fresh eye and lateral approach allowing her work to be connective and dynamic. Sustainability is at the bed rock of her work and her deep understanding of this space continues to play an important role in her execution around design and product development.
When not working, Ali embraces her 2 lifelong passions, surfing and tequila.
