by Stephen Garner

UK-born and Los Angeles-based music producer Alexander Grant (aka Alex da Kid) makes his fashion debut with the launch of his first luxury clothing label and new moniker _by.ALEXANDER.

Inspired by the idea of fashion as a creative outlet and the desire to make a positive cultural impact on young creatives, _by.ALEXANDER will serve as the center of a multidisciplinary hub that involves young talents across many creative disciplines including music, film, art, and fashion.

The 19-piece collection, titled “000 Channel Black,” features a mix of unique one-off pieces and elevated sportswear styles. Tomboy and utilitarian elements are paired with ultra-feminine, couture-like details in neutral earth tones and oversized silhouettes. Key pieces include the cropped puffer jacket, oversized button-up flannel shirt, slim jogger, sports bra, cropped sweatshirt, and cutout pocket jeans. The collection features premium fabrications made up of jersey, french terry, and leathers designed and developed in Los Angeles by Grant himself.

To kick off the launch, Irina Shayk stars in the first editorial campaign alongside Grant, which was styled by Mel Ottenberg and shot in Los Angeles.

For menswear, legendary actor Gary Busey is featured in the collection’s outerwear, joggers, and oversized T-shirt.

Grant is best known for his work as producer of massive hits of the past decade including Imagine Dragons “Radioactive,” Eminem “Love the Way You Lie” featuring Rihanna, B.o.B “Airplanes” featuring Hayley Williams, and Dr. Dre “I Need a Doctor.”