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Alex Matthews has worked in the advertising and creative industries since 2000. In 2004, they were the Vice President of Marketing at THREAD SHOW INC, where they were responsible for a full re-brand, creating and branding three new products, and delivering over $500,000 in sponsorship revenue from strategic partnerships. In 2008, they were the West Coast Manager and National Retail Director at G-Star. From 2012 to 2019, they were the CEO and Co-Founder of Juice Served Here, Co-Founder and Chief Marketing Officer at Forager Project, Co-Founder and CEO of VINA Beverages Inc, Co-Founder of SIZE, and Co-Founder of Highly Likely. Since 2018, they have been the Founder of HERE Studio LA. Most recently, in 2020, they became the Co-Founder and CEO of De La Calle.

Alex Matthews attended the University of Bristol from 1992 to 1995, where they studied Marketing.