Back To Basics
At the core of her design and business philosophy, she’s about stripping down to the bare necessities. First Base focuses on making high quality and ethically-produced active basics that make up a large percentage of every modern girl’s wardrobe. And doing them bloody well.
Three little words sum it up. True. Understated. Slick.
When questioned about the origins of the brand name, First Base, Alison replied, “When I started the brand I was at a bit of crossroads in life and felt like I was going back to First Base in many ways…. plus I loved the hook of the name – that it was a bit pervy.”
This cheeky attitude transmits to the designs of her active wear range. Sneaky hints of a shimmer. Racy straps. Hip-hugging tights. Don’t be surprised if an eye may stray your way.
Speaking of how the brand came to be, Alison explains, “It was a pretty organic process. I’ve worked in fashion for a long time and I wanted to work on a product that really resonated with me.”
Alison identifies as a ‘type A do-er.’ When the idea of First Base came to her mind, she couldn’t NOT pursue it wholeheartedly to make it happen. But she admits, “It’s been a huge learning curve from a business perspective, and year on year I am humbled by how much I still have to learn.”