Alex Swain is the designer behind ByALEX. Based in London Alex creates bold, graphic products for the home and beyond. Driven by a conviction that designers should use resources wisely, Alex uses cutting edge technology to reduce waste and maximise efficiency. All the products are made in UK and Latvia using FSC/PEFC certified timber, sourced from responsibly managed forests. Alex also develops bespoke designs in collaboration with leading retailers including John Lewis and Kate Spade Saturday. Living in a small London flat, Alex couldn’t find functional, flexible furniture that he could afford. So he decided to create a collection that could fill the gap between cheap, disposable furniture and exclusive, high-end products. It took two years to develop his first product: The A Stool. Cut from plywood, its distinctive graphic style was inspired by Alex’s love of typography. An instant hit when it launched in 2011, the stool inspired a whole range based on the ‘A’ shape, one of the purest forms in engineering and architecture.