FASHTALKS WITH ALALA

When did you know you wanted to become an entrepreneur?

I knew I wanted to be an entrepreneur from a very early age. My parents were both entrepreneurs and always encouraged me to do the same. I always tried to prepare myself for this moment and was always looking out for the idea that had enough potential to become a business.

What is your earliest design memory for your brand?

I remember going into sporting stores while I was training for a triathlon and being very uninspired by the type of gear that was available for sale. It was 2012 and the Olympics had just been on TV, and I just loved some of the sleek uniforms of the female athletes that were competing, combined with the power clothes of the women in New York. I took that as my starting point for what I wanted Alala to become.

Where do you find inspiration?

We find inspiration by listening to our customers and understanding the lifestyle that she aspires to have. We design pieces that a diverse range of women really want to wear.

“Alala is sophisticated, luxurious, and timeless and our designs look amazing on women of any age and body type.”

What is your favorite part about designing?

The coolest part about it is walking down the streets and seeing somebody wearing your design or hearing a customer say how much they love the piece you created.

Tell us more about the name Alala?

Alala is the name of a Greek goddess, and her name stands for a battle cry. When I chose the name, Alala I wanted something that represented the spirit of the modern woman.

What was your previous work experience before launching your brand?

I've always worked in fashion on the business side and prior to starting Alala, I worked for a very successful entrepreneur who taught me how to build brands from every aspect.

What sets your brand apart from the rest?

Alala is sophisticated, luxurious, and timeless and our designs look amazing on women of any age and body type. We believe in quality products that still look amazing year after year.

What brand values are the most important for Alala?

Inclusivity and diversity are one of our biggest brand missions. We don't subscribe to catering to just one type of woman who you see all over social media. Our brand lives to empower women through confident and comfortable dressing.

What do you envision for the future of your brand?

There is so much to look forward to and I am particularly excited to explore how Alala fits into this new idea of wellness beyond fitness.

Do you have a favorite piece that you have designed? 

Some of my favorite pieces have been in the collection since our first year and we are now in our 8th year of business. Styles like the fast-track pants and fractal Raglan T are timeless classics that remain our best sellers today.

What were some hurdles you had to overcome in your business?

Being a self-funded business is challenging from many different aspects. Being able to grow while still spending cash diligently is always the biggest challenge. From a personal standpoint, I've had to grow a lot as an entrepreneur and find the confidence to trust my gut instincts more and more.

What is the one piece of advice you would give to a new designer?

Focus on your customer and what you can offer them, not just what you think you want to put out into the world. If you make something that solves a need for people, that will always be more compelling than doing something that is just self-serving.

“Fashion is a beautiful form of self-expression, and a way to transform and elevate yourself.”

How important is social media to your brand?

Social media is incredibly important to our brand and is an amazing way to build community. This year we are putting a greater focus on community building which I am very excited about.

What made you want to design a line of luxury athleisure?

At the time that I came up with the idea for Alala, there were not many options besides the big brands in the activewear space. I could see that there was a white space for quality, well designed, stylish pieces that could be worn all day that were both comfortable and looked great.

What is the most important thing you would like your brand to be recognized for?

As a female owned 100% female run brand, I think it's so important for us to use our platform to further the conversations around women's issues and what is important to us.

How would you define fashion?

Fashion is a beautiful form of self-expression, and a way to transform and elevate yourself.