ABOUT

Established in 2021, Alpha is reputable for being a versatile lifestyle brand for men and women. The word "alpha" is used to represent, confidence, individuality, and being "the best". The brand emphasizes the experience of selling a lifestyle and creating a dream that gives the customer self elevation. Additionally, the brand resonates with being a candidate for mental health awareness. The frequently used slogan, "keep your head up, you're great" is used as a daily reminder to embody positivity through unforeseen challenges and hardships faced in life that can take a toll on mental health. 

 

Alpha was founded by Jahdai Hart-Hernandez, a young woman born and raised in Long Island, New York. She is known for her perseverance and a passion to create her own clothing brand for others who shared the same mindset for success. The tagline associated with the brand, "by alphas for alphas", is used to create the relationship of equality between the designer and the customer. She aims to influence her audience through her designs as a way of using fashion for a motivational purpose to help promote the ability of creating a successful lifestyle.