Whoever would have thought there'd be a picture of Bad Dream Fancy Dress in the broadsheets today? It's alongside Rob Fitzpatrick's hymn to El Records in The Guardian:
And now Alway has reinvented El, turning it into a daring and stylish reissue label that is driven by his desires to save and promote great forgotten music.
"I originally came to the record industry as an enthusiast," says Alway, sitting in his sunny front room in Richmond, south-west London. "And part of what enthused me was mystery. I imagined in my green innocence that other people felt the same way."