alxbrands

Alex is the founder of Rite of Way, a fragrance brand he launched with the intention of positioning scent as a tool for self-expression and personal ritual. Before starting Rite of Way, he worked at Gin Lane, which became Pattern Brands, and at Madhappy, building experience across fashion and consumer brand development. His Instagram account, @alxbrands, documents the brand through a recurring monthly mood series and occasional brand milestone posts.