Welcome to the Fast Lane

fast-lane

From Our Founder

At the start of my career I was often on-the-go for 18+ hours at a time. This meant I was constantly getting creative about how to switch things up. I needed looks that could go from the gym, office, or happy hour.
Over time I noticed my closet wasn’t about the hanging pieces anymore, it was about the folded pieces: leggings, tanks, bra tops and sweat tops all in blacks, grays or whites staring back at me. Interesting right? So, I become obsessed with testing out ways to infuse color and interesting patterns to switch things up: old t-shirts, layering tanks, colorful running shoes. Anything to get away from that sea of monotone!
My "ah-ha" moment came in early 2012 while I was training for my first triathlon and, I could not find an activewear brand that offered this effortless, cool high-low style that was exploding on social media. I decided I couldn’t stand by any longer procrastinating. I wanted to spearhead the next phase of this new All-Day style movement. 
So in 2014, my vision came to life.
-Denise Lee, President & CEO Alala

 

Alala
Since 2014

In a non-stop world, racing forward at breakneck speed, you find time to balance work, play, love and life. From an early morning spin class, back-to-back meetings, and then a late dinner with friends, you are redefining the meaning of living an active life.
Alala is a luxury women's activewear brand with a sophisticated downtown attitude that was created for precisely the way we live today. Taking inspiration from our lives in New York City, we created this line for you, our modern style-setters, who demand both the best in fashion and function.
We design our pieces to be the ones you pick out of your closet first, regardless of where you're headed once you're out the door. 
 

The Name

We take our name from Alala, a Greek goddess. Her name signifies a battle cry, a call to arms. To us, Alala represents all that we aspire to be as modern women. We live our lives with the audacity to believe that we can do it all and have it all. The universe is our oyster and every day is another opportunity to make our mark on the world.

Join the ALL DAY Movement.