Ali moved to Sydney in 2010 to pursue her career in fashion where her idea for First Base was born. Whilst living and working in Bondi, Ali decided to create something that was ultimately about getting down to the bones, about stripping away all of the things in life that seemed unnecessary and truly getting back to basics. The idea was to take her love of surf and skate culture and develop something that was clean, simple and ultimately iconic, just like Bondi Beach.
First Base launched in August 2013 and has since become a globally recognised brand. 2016-18 will see the continued implementation of sustainable and ethical practices across the entire First Base business from the office to manufacturing, production and materials used across the garments and packaging. First Base will be launching its official First Base Swim collection at Telstra Perth Fashion Festival in November. A men’s First Base range is due to launch later in the year.
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