http://www.bdbx.com

It’s a fashion range inspired by soccer culture and a style that has its roots fixed firmly in the terraces of Britain’s top football clubs.

Even the name could be an enigmatic supporter’s chant.

But bdbx - an entirely new concept in style for the seriously cool - is more Beckham than Roy of the Rovers.

And its creator Alec Stacey, the young soccer hopeful who left the beautiful game to score in the world of fashion reckons it could become the premier style brand for young fashionistas who demand street cred.

“Fashion has become too remote for young people to relate to for years,� said Alec, the 20 years old founder and Managing Director of bdbx, a fashion brand that is leading the way by trading exclusively from the internet.

“�Kids out on the street want to look cool but they won’t be fobbed off with mass produced designer wear that is more about profit than creativity. When I was in professional football I saw plenty of creativity out on the terraces where the fans put a great deal of thought into what they wore and what they bought.�

When Alec’ brief soccer scholarship came to an end he had no doubts about what he wanted to do with his life – he was going to make his mark in the fashion world. And after negotiating a loan with the help of his dad, he set off in search of a team of young designers who could help him find the feisty; in-your-face look that eh knew could be a winner.

After putting together his design team of highly talented unknowns, manufacturers and web designers Alec had everything but a name.

“I’d been doodling one day and suddenly came up with the initials bdbx,� explained Alec from his home in Mold, North Wales. “It looked good and sort of reminded me of fcuk. We tried it out as the logo on some new garments and hey presto it worked.�

bdbx makes its debut as a fashion brand with a range of t-shirts that have been described as ‘fun and flirty.’

“bdbx is cheeky, risqué, humorous and naughty and young people will recognise that what we produce are fun garments for people who care about what they wear,� added Alec from his new office near Chester.

“The styles we are offering say something about the people who are wearing them because they are designed by talented young people who share the backgrounds and interests of other 21st century Britons.�

Alec first became interested in fashion as a teenage footballer with Wrexham. He liked to experiment with styles and enjoyed trying the latest designs when he visited London, Manchester and Liverpool.

He put his fashion aspirations on whole while he pursued his soccer career. Then when it became clear he was not going to progress from apprentice to fully fledged professional he made the leap from football to fashion.

Alec put his fashion ideas down in writing, scoured the country for a team of like-minded designers with the ability to turn his dreams into a reality and then put together a detailed business plan describing how his internet-based business could prosper by filling a yawning gap in the market.

“I had the ideas, the product and a tempting gap in the market,� said Alec. “All I needed now to make it work was the investment capital. So naturally I turned to Dad.�

Armed with his research Alec approached his businessman father Brian Stacey for advice on raising the capital needed to make his new company take off.

“I was astonished at how much hard work he had put into this project before he came to see me,� said Brian. “He had the research, the figures had been done and the idea was simple but new and exciting. I told him I would give him all the help I could.�

bdbx launches this month and already the company’s funky new website is proving a hit with internet surfers.

But Alec isn’t sitting on his laurels now that his first collection is about to be launched.

“We’re already working on Collection No;2,� he said. “Now that is going to be super cool…..�