The brainchild of New Delhi based artist and designer Alex Davis, his eponymous brand by was established in 2005, in the capital. He also runs an interior design store called the Indi Store, launched in 1999 with an aim to introduce contemporary Indian designs in both local and international markets. The store handles interior, furniture and product design projects, while retailing furniture, accessories and lighting. One of the first to exhibit collections for interior and exterior spaces, he has set a benchmark for original, modern designs. Till date he has imagined six collections that take inspiration from nature and the world around him and many sculptures and paintings in metal. He also presented his first series of canvasses called Herbarium Indicum at the Exhibit 320 in September 2017.