alexander neroth built fam out of something most buying houses can only talk about: two and a half decades of actually making the product. from 2002 he ran the family manufacturing business, one of the most reputed and fully sustainable garment manufacturers in india, and he did it from inside the units, not from a desk far away.

while much of the industry treated sustainability as a slogan, he was building it into the work as early as 2007. organic cotton programmes, recycled blends and cleaner systems, developed and proven long before buyers started asking for them. that early conviction is now fam’s biggest advantage.

what he is genuinely known for, though, is product. alexander is a relentless product developer, the person who would rather solve a new category than repeat an old order, and who understands that a good idea only counts if it can be sampled fast and made at price. fam is the natural next step: taking everything he learned as a maker and pointing it at the buyer’s side of the table.