mydeco.com in conversation with Alex, from ByALEX.

What is the ethos behind your brand?
To design products which improve the world around us.

Where do you find your inspiration?
Someone said to me recently 'Design is Research' which I liked, although ideas can come from all walks of life, you just have to notice them. I am attracted to bold, clever and colourful examples of art and design, and enjoy the unexpected outcomes you often have when taking a multi disciplinary creative approach.

What is your most prized possession?
Record cover design has had a huge influence on my design career so my most prized possession is probably my own record collection.

How would you sum up your personal style in one word?
Pure.

Can you explain a little more about how you make your products?
We have sourced the best plywood in Northern Europe and use this to CNC cut our A-frame shapes. Given the critical demand on the world's natural resources, we think using plywood to manufacture everyday furniture is the most sustainable approach.

What would you say is your hero product?
The Jean Prouve 'Standard' Chair or the Braun SK 5 designed by Dieter Rams... they are both hero products for me. Of our own products, The A-Stool!