“Alexandra Groover is a young designer whose jersey collection is both creative and wearable.” Sir Paul Smith, i-D Magazine
Originally from California, Groover moved to London in order to promote her designs internationally. Utilizing her learning experiences gained at Central St. Martins and Rhode Island School of Design and in the studios of Alexander McQueen and Zandra Rhodes, she decided to launch her own company in 2008. Her monochromatic Black Label collection was created to fulfill her need for expression through sculptural and textural manipulations of fabric.
Aimed at a customer who wants special garments that will last years rather than seasons, each collection is intended to meet basic and classic wardrobe needs, while at the same time providing unexpected, yet discreet and sophisticated design details. All pieces are made locally in London using English fabrics.
Groover has received glowing reviews from the press (including Vogue, i-D Magazine, Grey, Harpers, & So-En) as well as support from her mentor and friend, British fashion designer Sir Paul Smith. In addition to creating a new collection and accompanying films & performance two times a year, Groover is constantly working on collaborations and special projects with artists like cult drone musician Stephen O’Malley of SunnO))) fame, singer Chelsea Wolfe, Japanese psych-rock band Bo-Ningen, photographer Paul Phung, artist Ron Athey, and London musician Christos Fanaras.
telephone +44 778 668 6002