As the fashion industry faces major challenges, a female-led manufacturer offers bold inspiration through its wonderful contribution to Team GB at the Paris Olympics, writes Dr Antoinette Fionda-Douglas

As I prepare to attend the Olympics in Paris this year, I am filled with anticipation and pride.

Witnessing the world’s best athletes competing at the pinnacle of their abilities has been a lifelong dream. Cheering on Team GB is always a source of immense pride, but this year there’s an added layer of excitement: Team GB’s formalwear has been crafted by a Scottish business, Alexander Manufacturing, a female-led enterprise from Cumbernauld.

Nadia Alexander, the managing director and founder of Alexander Manufacturing, expressed her elation at securing this prestigious contract: “Team GB really was an incredible contract for us to win at Alexander Manufacturing. We’ve only been established since 2022, and to be chosen alongside previous giants like Armani, Simon Jersey, and Ben Sherman is truly remarkable.”

The retail sector has faced significant challenges, with a reported 1.2 per cent drop in sales in June according to the Office for National Statistics. Fashion retailers and manufacturers have endured a tough six months, making contracts like this crucial for local economies. 

Supporting their nation both on and off the track can have a profoundly positive impact.

Nadia takes immense pride in how the values and purpose of Team GB aligned with her sustainable and ethical business. “I realised they really had a desire to have something that will last, to be able to give the athletes something that they can be proud of. I feel like I probably sold them the dream, but I think that we also delivered that dream.”

That dream involved crafting 560 bespoke sustainable and ethical hand-tailored suits for 412 athletes and other associates, resulting in a total of 1,120 garments. The process was meticulous, with each suit taking four hours to make.

Designing the suits was no easy feat. Athletes come in a variety of shapes and sizes, from 6ft 8 rowers to 5ft 1 gymnasts, leading to a vast range in sizing. 

Furthermore, their body shapes change throughout the training process. To address these challenges while minimising textile waste, Nadia and her team introduced several clever design features. 

They developed a three-inch give in the waistband, added extra room under the arms and over the biceps and quads, and increased the seam allowance.

All the suits were made from 100% Scottish wool from Macnaughton in Perth, further supporting other Scottish businesses and the local economy, and emphasises a dedication to sustainability. This choice of material reflects a broader commitment to reducing environmental impact and promoting ethical practices within the fashion industry.

Nadia and her team spent two weeks in Birmingham fitting the athletes, an experience she described as extraordinarily, adding: “The athletes really see the benefit of slow fashion and the longevity it offers. To have that piece they feel attached to and loved for was really incredibly special.”

Given the early stages of this manufacturing business, such a project would normally have been shied away from, with fears of overcommitting and underdelivering. 

In recent years, the industry has seen numerous manufacturing facilities close due to large contracts with brands that have gone into administration, taking the factories down with them. The tight timeframe was also a challenge. However, this project, due to its prestige and the chance for upskilling and training staff, has been a fantastic opportunity.

In fact, many of the machinists, not previously specialists in soft tailoring, now feel equipped to take on Savile Row pieces.

The bespoke suits crafted by Alexander Manufacturing not only highlight the skill and dedication of this relatively new business, but also underscore the importance of sustainable and ethical practices in the fashion industry. 

Each suit, meticulously tailored to the unique needs of the athletes, embodies a commitment to quality and sustainability that resonates deeply in today’s market. Nadia’s approach to the design process is innovative and thoughtful, and the adaptability of the design process is a testament to the ingenuity and resourcefulness that Alexander Manufacturing brings to the table.

Looking ahead, Alexander Manufacturing plans to leverage the skills and expertise gained from this project to launch a line of bespoke tailored garments. This new venture will showcase the high level of craftsmanship and attention to detail that has become the hallmark of their work. For many of the machinists, this project has been transformative, equipping them with the confidence and skills to take on even the most challenging tailoring tasks.

In a time when the fashion industry faces numerous challenges, stories like these provide hope and inspiration. They remind us of the importance of supporting local enterprises and the positive impact that sustainable practices can have on our communities and economies. 

As we look to the future, the success of Alexander Manufacturing serves as a powerful reminder that innovation, dedication and ethical practices can drive meaningful change and pave the way for a more sustainable and prosperous future. The collaboration between Team GB and Alexander Manufacturing is a shining example of how supporting local businesses and prioritising sustainability can lead to remarkable outcomes.

As I head to Paris to cheer on Team GB, I will also be celebrating the achievements of this ethical and sustainable Cumbernauld-based Scottish manufacturer. Each cheer will be louder, and each win will be more thrilling, knowing Team GB truly represents the best of Britain both on and off the track. 

Dr Antoinette Fionda-Douglas is co-founder of Beira, and assistant professor at Heriot-Watt University