Alex plays an integral role for Zane as a result of his passion for design and ability to appreciate detail. Realising ones comfort as an expression of craftsmanship is a driving force for Zane. Each Zane piece, be it formal, informal, or anything else, reflects the modern aesthetic of Zane. Passionate about creating differentiated, elegant, and high-quality designs for Zane as well as the need for accessible, versatile, and affordable fashionable designs, Alex aspires to fashioned-oriented clothing throughout the design process. This is especially true for Zanes branded jackets for men in Pakistan where his shift in design thinking goes to creativity for versatile everyday sophistication.