Our Story

About AW Life — From Sheep Farm to Surf Swells

Hi, I’m Alastair — founder of AW Life, and someone who’s always believed that the best part of life happens when the workday ends.

I grew up on a 1500-acre sheep farm in New Zealand, surrounded by mountains, fresh air, 5,500 sheep, and a river running through the land. That raw freedom shaped me. At 20, I left home and threw myself into the world — surfing, skiing, hiking, exploring — chasing experience over comfort, and never saying no to a challenge just because it was hard.

That mindset became my motto: Lose Yourself.

Not in the sense of being reckless, but in fully surrendering to the moment. Diving into life without needing a perfect plan. Whether it was packing a bag to travel the world, or moving to Sweden on a whim without knowing the language, the culture, or the road ahead — I’ve always believed that the best stories come when you let go of fear and lean into the unknown. Sometimes it works out perfectly. Sometimes you fall flat. But you always come out stronger, and usually with a hell of a good story.

Now I live just outside Stockholm with my wife and two amazing kids. My happy place these days is on a boat in the archipelago — but I still live by the same principle: work hard, then lose yourself in what makes you feel alive.

AW Life is a reflection of that. It stands for After Work Life, but it’s also a lifestyle — one where you chase adventure, embrace the outdoors, and keep that fire burning no matter your age. The designs are inspired by that energy — easy to wear, ready for anything, and always connected to the journey.

Thanks for being here. Hope you find something that makes you want to lose yourself too.

— Alastair