The problem solver
Kate Bell built her first brand, Zip Us In, out of necessity. As a new parent, she couldn't find a jacket that fit comfortably over a baby carrier. Rather than accept the status quo, she designed the solution herself — and discovered thousands of other parents facing the same frustration.
What started as a personal project grew into an award-winning business, recognised by Barclays as Entrepreneur of the Year and featured on national television.
The bigger picture
Through years of listening to customers, Kate realised the issue was far broader than babywearing. Bodies change constantly — through pregnancy, recovery, ageing, disability, weight fluctuation and menopause. Yet the fashion industry still designs for a single, static ideal.
Alternity is her answer: a brand that creates clever, sustainable clothing designed to adapt with you for a lifetime — not just a season.
Values that guide the work
Body confidence
Clothing should make you feel good, whatever your shape today.
Sustainability
Buy less, wear longer. We plant a tree for every order.
Safety & quality
Independently certified. Built to last, not to landfill.
Transparency
We tell you how things are made, where they come from, and why they cost what they do.
"I don't believe in compromise — not on quality, not on sustainability, and certainly not on how clothes make you feel."
— Kate Bell, Founder