WHAT IS THE SMOKE?

Founded by Alex Hall in 2020, Alexander Smoke is a design label rooted in Montego Bay, Jamaica, dedicated to balancing luxury with elements of youthful streetwear through curated ready-to-wear collections. Each piece is crafted with a blend of Jamaican heritage and contemporary American influences, offering a unique perspective on modern style and culture.

Alexander Smoke is driven by storytelling, with each collection serving as a reflection of Hall's personal experiences and the evolving socio-economic landscape. Season after season, the brand draws from Jamaican iconography intertwined with modern aesthetics, creating a visual narrative that celebrates the distinct culture of the island.

Without formal training in fashion design, Hall's approach to garment construction is self-taught, honed through years of exploration in personal style. This experiential knowledge forms the backbone of Alexander Smoke, allowing Hall to bring each collection to life with authenticity and purpose.

As both the brand and Hall himself evolve, Alexander Smoke traces the journey from youth to maturity, growing alongside an expanding community of followers. This progression was showcased most recently at Spring Men’s Fashion Week, where the Spring/Summer 2024 collection debuted, paying homage to the sport of tennis in a fresh, artistic expression of the brand’s unique identity.