They began in 2010 with made to measure suits and indian block printed mens shirts. Their first bit of press the following year with a shirt in The Times supplement meant they sealed themselves a loyal list of customers. For the next 6 years H&B was very much a side project whilst Alice worked on her brand at the time Syndicut, creating printed swimwear and accessories. Whilst working various creative jobs in London. They got married in 2013 and moved to Hackney, East London. At the end of 2016 her and her partner of Syndicut decided to call it a day, hard to let go of her baby, she always new one day it would be time to put all her energy into Humphries and Begg and that summer it was brilliantly received on the festival circuit. This gave her the push of confidence to really channel everything in to Humphries and Begg.
That Winter she planned a three month trip to Australia. Before she went, she sent some new designs to Abhay her production manager in Jaipur and had the samples sent to meet her in Australia. This was where she did her first photoshoot, shot and styled by herself in her cousin's house. She put an email together sitting in the public library in Brisbane, using their wifi and launched their first pre-order. Customers ordered that January to receive pieces in the summer, three months later and it worked. She was amazed people were happy to order and invest in the new clothing. The pre-order has stuck and still now before each collection they run their pre-order. It has always been a brilliant way of judging the collection. Items that don't get ordered are cut out and it means there is never any waste. It also gives them the funds to put towards their production. They can proudly say they have run the business from day one without any loans. It has all been funded through pre selling. Since their rebirth in 2017 they are now on their 5th year and 9th collection.