About
Ana-Alexandra is a UK-based sustainable strategic partner, technical apparel designer, creative project manager, and founder of Frayed Not. Driven by purpose and curiosity, she established Frayed Not to bridge the gap between experts, brands, and consumers, turning sustainable ambitions into results through systems thinking and behaviour change.
With over a decade of experience across technical, creative, and leadership roles, she combines deep industry knowledge with a holistic view of what stalls innovation and change.
Her design and innovation work spans complex industry projects, academic partnerships, and government-funded programmes, giving her insight into how people, processes, and culture impact product development. Collaborations include Bentley, JLR, Soho House, B&Q, Holland & Barrett, CEF, Innovate UK, Birmingham City University, and Coventry University.
Her true drive is people. Understanding how behaviour change can create lasting sustainability is at the heart of Frayed Not. Her expertise allows her to seamlessly bridge strategy and execution and covers:
- Sustainable Design
- Workflow Optimisation
- Project Management
- Brand Strategy
- Content Marketing
- Organisational Change
Outside of work, she enjoys tennis, dog training, and exploring psychology. Always curious, always learning.
OUR PHILOSOPHY
Growth lives outside the comfort zone. At Frayed Not, we know systemic change can feel daunting, but shifting to creative thinking and behaviour change doesn’t have to be a leap.
What drives us at Frayed Not to push through fear is curiosity and depth. We are drawn to asking questions, to peel back layers, and to get to the root of a problem. That pull towards understanding is what keeps us moving forward, even when it feels uncomfortable.
We see behaviour change as the crucial factor in making sustainable solutions commercially viable and scalable. While technology, innovation, and policy provide the framework, real impact only occurs when people adapt the way they think and act.
