In 2007, during a trip to the United States to take a little rest after the completion of the new Fall-Winter collection, Alexandre noticed illuminated posters lighting up to the rhythm of the music.
The young graduate with a master's degree in Marketing then studies with interest this plate with its complex and patented material, created from optical fiber.
Following this experience, then trips to the USA which allowed the validation of the project, he decided to make this electroluminescent material the specialty of the clothing brand Heart JacKing, already positioned fashion and technology since its inception.
Indeed, Heart Jacking was already represented by innovative creations, such as the now classic Engineering polo shirts, whose fluorescent prints react to black light.
Thus Heart Jacking became and is the brand that invented the equalizer luminous t-shirt for ready-to-wear.
Heart Jacking, a brand mixing Fashion and Technology, of course, but why this name?
Heart JacKing is made up of the words "heart", English translation for the word "heart," and "jacking", which means "hijacking, stealing" in English.
The connection with "car jacking" (Car jacking is the theft of a car in the presence of the driver) establishes the meaning of the mark: the hijacking of a heart.
The name of Heart JacKing was chosen for its ambiguity: both romantic and gentle (the heart) and both violent and harsh (jacking).
"When I think of Heart Jacking, I immediately think of the human condition, and I have this image, you know, of a devil on one shoulder and an angel on the other. That's Heart Jacking." explains Alexander.
The eye-catching concept being launched, Heart JacKing can count day after day on the support of new customers and celebrities:
David Guetta, Katy Perry, Cee-Lo Green, T-Pain, Ice Cube, The Black Eyed Peas, Tiesto, Sexion d'Assaut, DJ Snake, Joachim Garraud, Matthias Dandois, José Garcia, Anna Mouglalis, Nicolas Duvauchelle , Samuel Benchetrit, among others.