Founded and helmed by Selena Morris, alt*ego has evolved from a bold debut in the winter of 2023/24 into a dynamic global brand entering its third season.

Built on a foundation of high performance and unapologetic self-expression, alt*ego continues to grow from strength to strength — with an expanding network of international retail locations and introducing an extended product range that includes the brand’s first line of sports sunglasses to cover all sports in all seasons.

Each collection celebrates the fusion of style, innovation and empowerment, designed for those who thrive in motion — from the mountains to the sea, the court to the track.

With an unwavering commitment to quality, craftsmanship and individuality, alt*ego continues to push the boundaries of modern sports accessories. As a Swarovski® Official Ingredient Branding Partner, every pair of signature goggles is meticulously hand-embellished with the finest Swarovski crystals — a mark of artistry that defines the brand’s DNA.

Rooted in the belief that self-expression is the ultimate performance enhancer, alt*ego inspires you to step into your power — wherever you find your happy place.

“On the mountain, at the gym, on a court, on the sea, in a lake or on a track — these are my happy places where I can be my favourite version of myself. Often wearing clothes or accessories that boost my mood or elevate my performance in some way. So, I decided to create a brand to produce these bold accessories and inspire others to do the same. Find your happy place, engage your alter ego and unleash your brilliance.”

— Selena Morris, Founder