Founded and helmed by Selena Morris, alt*ego has emerged as a fresh brand following its debut in the winter season of 2023/24.

Now in the brand's third season, the alt*ego SUN collection features lightweight wraparound sports sunglasses for eye protection in all outdoor arenas, while the SKI collection merges high performance with striking self-expression, inspired by the mountains' dynamic environment. Selena continues to be dedicated to crafting exceptional sports eyewear and accessories of the highest quality that promise to leave a mark on the most stunning sporting landscapes.

With an unwavering commitment to quality and innovation, alt*ego continues to push the boundaries of sports apparel and accessories, and is proud to be a Swarovski® Official Ingredient Branding Partner, hand embellishing each pair of their signature goggles with the finest Swarovski crystals.

alt*ego is a brand rooted in the belief that self-expression can empower you to become your best self. As a fervent skier and sports enthusiast, Selena finds her true energy in the great outdoors, far from the confines of a desk-bound routine.

“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.”