Alkasura was founded in 1967 by Paul Reeves and John Lloyd. In 1969 the duo separted, with Reeves establishing the shop Universal Witness (1969-1973) on Fulham Road, and with Lloyd moving into a premises at 304 Kings Road, Chelsea. Here his increasingly exotic creations attracted the attention of the emerging 'Glam' music scene, including Marc Bolan who sported a red example of the 'Cherry' jacket.