It is just amazing how social media can lead you to unique items and new brands that instantly make you say “I need this” or ask “how am I just now discovering this”. Scrolling through Instagram, the latest brand that made me pose these questions was none other than ALX.
ALX is a brand best known for their ‘monogram $lims” sunglasses that have graced the faces of well-known women like Alani Figueroa aka @wuzg00d, Stefflon Don, Wolf Tyla, and Rosalía to name a few. With an attraction to DIY culture and streetwear, Vancouver-native and founder Alex Mah birthed the $lims after a random idea led her to experimenting and creating an 1 of 1 pair of sunglasses for herself. At this point in time, the thought of a brand or even selling the glasses did not cross her mind. However, many people began to ask where and when they could purchase her exclusive glasses, leading her put the ALX brand into action.
In 2019, ALX landed its first sale and the rest became history. Since then, Alex has ventured into other custom items like clothing, jewelry, and bags with the $lims reigning supreme as the best-sellers. Celebrities and their stylists soon began to discover the brand, reaching out to ALX with requests for their own $lims or other custom products. Alex describes these “couldn’t believe it” moments with influencers and celebrities as blessings, adding fuel to her burning passion and increasing her desire to keep building her brand.
We chatted briefly with Alex Mah about her inspirations, women empowerment, design process, and more:
On her inspirations:
On women empowerment:
The design process behind a pair of $lims:
Challenges faced while running ALX:
What’s in store for ALX in 2021:
Alex closed the interview with a huge thanks to everyone who has supported and showed love to the ALX brand since its inception.
A pair of monogram $lims ranges from $55 to $75 based on design and style of the glasses while other custom products ranged from $30 to $150. If you are interested in purchasing your own custom pair of $lims, be sure to directly message @alx_brand on Instagram. Stay tuned for more from Alex and ALX the brand!