Brand Director — Alt Way In
2021 – Present | Remote
Started in 2021, during the COVID pandemic.
Alt Way In is a commodity business built on the Philosophy of One: one exceptional product per category, supply chain radically simplified, household attention and spend reclaimed from retail dependency and brand noise.
Coffee and the current product range are the commercial front, not the substance. The underlying argument: cultural and economic independence is built intentionally, not inherited. The single-product model is a deliberate rejection of commoditisation — competing on being irreplaceable rather than on price against interchangeable alternatives. The broader architecture moves households progressively from retail dependency toward bulk-buying cooperatives, mutual aid networks, direct import, and community-level economic infrastructure.
It operates on a simple philosophy: single-origin, commodity-focused alignment that addresses grand challenges through commerce rather than through platform dependence on retail intermediaries.
Current strategic direction is shifting from individual customer fulfilment toward physical commodity trading, and building outward into new products, channels, and platforms.
What this role actually involves:
- Sourcing and supply chain design — identifying the one exceptional product per category rather than competing on range
- Brand and positioning — translating the Philosophy of One into a commercial front that survives contact with a retail market built on the opposite logic
- Strategic direction-setting — the current pivot from individual fulfilment toward physical commodity trading
◂ Alongside S4G Consultancy · London Borough of Hackney ▸