Mini Swoosh

Mini Swoosh

Real Name

Alexandra Hackett


Birth Place

Melbourne, Australia



Technically speaking, the Mini Swoosh is the tiny embroidered Swoosh that’s been adorning the side of the Nike Air Max 1 since 1997. More recently however, Mini Swoosh has taken on a life of its own. Alexandra Hackett, AKA @miniswoosh on Instagram, set the internet on fire in 2016 with her deft repurposing of everyday objects into cutting-edge streetwear (for instance turning an IKEA bag into a bucket hat), but foremost her unapologetic love of all things Nike.

The Mini Swoosh account sees her experiment with the functionality of sportswear, taking staple Nike pieces and reworking them into something new: her gilet made from Nike duffle bags gained her a lot of traction, along with her monochrome zip-up made from reappropriated Nike socks, not to mention the Swoosh champagne flutes.

Upon finishing her fashion studies back in Australia she moved to London in 2015 and launched her Studio ALCH menswear label, which focuses on the deconstruction and reconstruction of pre-existing products. She’s driven by what she describes as ‘a lack of actual fabric innovation within clothing production’, and creating products that are at odds with traditional definitions of clothing.

ALCH has worked collaboratively with various artists, including Young Thug, Frank Ocean, Kendrick Lamar and Stormzy and regularly works on reconstructed pieces for renowned streetwear label, Patta.

In 2017, Hackett was selected as 1 of 12 creatives to participate in Nike’s global Vote Forward Campaign and got the opportunity to create her dream Air Max. The result was a fusion of nine of the most iconic Air Max designs in one, applying her own industrial aesthetic and taking design elements from the Air Max 1, 90, 180, 93, 95, 97, Plus, 360 and 2015, creating a new model that pays homage to the past. Her head-turning design didn’t end up winning, but she has continued to work with Nike on different projects since then.

Hackett was also behind a limited capsule collection exclusively made for Highsnobiety, which was made up of custom Nike products, crafted from Nike duffel bags, socks, drawstring bags, and Air Max tape in 2017. The entire range was showcased as a part of an exhibition at Shanghai Fashion Week in collaboration with NikeLab Shanghai.


Latest Stories