Ali George Hinkins is a UK-based writer and consultant, who has channeled an interest in functional design into a career working with brands, magazines, retailers, and agencies. He has no formal training in fashion, but became so well known as an expert in performance and technical sportswear—particularly of designs from the 90s and early 00s—that he has been hired to advise on collections from labels including Berghaus, C.P. Company, On, Merrell, and 1TRL. He has written for magazines like Field Mag, eye_C, Sabukaru, Peak Mag, Intelligence, Proper Mag, Hart Copy, but he saves a lot of his best work for Instagram, where he posts frequent deep dives on interesting archive garments or new collections from brands he's digging. Follow him @aligeorgehinkins.