When I started Alala, I wanted women of every age to feel beautiful and confident in our clothes.

Even in 2024, we are still being told that life is over at a certain age, and to just shut up and blend in. I wholly reject that idea, and I know that you are out there doing incredible things at every age and I want to celebrate that today.

It All Started in 2014

Our first office had enough space for 2 desks and 10 plastic bins held all our inventory. I shipped orders myself every day for a while before we moved into a proper warehouse.

  • Our brand launch announcement in WWD

  • Inspo boards at our first office

"My greatest joy is when I see women around NYC wearing Alala styles that we released 5, 6, 7 years ago.

Knowing that our pieces have been cherished over time, enduring numerous wears and workouts fills me with immense pride and happiness."

-Denise Lee, Founder & CEO

  • Denise bringing fabric to our sample maker

  • A whole window display at Bloomingdales our first year in business!

  • Denise, our founder, hand-wrote all the customer thank you cards when we first started

Styles That Stood The Test Of Time


Blade Tee

Founder's Note:
A not-cropped-top that’s been in our collection since 2014.

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Fast Track Pant

Founder's Note:
Created in 2015, this style remains one of our bestsellers today. An Alala twist on a classic style.

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Our First Email

Our email designs have come a long way since the beginning.

Our First Pop Up

We collaborated with Rhone to bring our our first pop up to NYC in 2015.

  • Custom Tights

    Our community was able to customize their own Captain tights with our Alala Carte program

  • Moms & Minis

    We designed matching mini leggings for Mother’s Day, made from leftover fabric from our regular production runs

  • Ciara

  • Lea Michele

  • Khloe Kardashian

2017: Y7 Collab

We partnered with female-founded Y7 Studio, the pioneer of hip-hop hot yoga. Inspired by NYC, the edgy collection sold out quickly everywhere.

2018: Legalize Equality Campaign

To raise awareness and funds for ratifying the Equal Rights Amendment, we joined forces with Equal Means Equal and created a capsule collection of graphic styles seen on everyone from Paris Hilton to Jerry Hall.

All About The Fit

During COVID, we ditched the office and held masked fittings at Denise’s apartment. Alfie, her rescue Pomeranian, supervised to make sure each piece was fit perfectly.


Barre Cami Bra

"So soft, comfortable, and perfect for exercise!

The material is such high quality it genuinely blew me away.

Stretchy and fits wonderfully without being too loose or too tight. I’m in love!"

-Amber A.

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Barre Seamless Short

"I was surprised at how comfortable these are. They're super smooth, great quality, and flattering.

This was my first order from Alala and after I first wore this I immediately began preparing my second order. Love these!"

-Jennifer D.

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