How athleisure brand Alala became Hollywood's go-to brand for workouts

Singaporean entrepreneur, Denise Lee, saw a gap in the athleisure market and built a multi-million dollar brand out of it. 

New York City-based luxury activewear brand Alala has now been in business for almost ten years, designing stylish urban wardrobe essentials to take women from work to workout. It counts the Kardashians, Hailey Bieber, Lizzo, Naomi Watts, H.E.R., Reese Witherspoon, Gigi Hadid and Jessica Alba as fans, and its founder owes much of her success to her Singaporean roots.

Raised in Singapore by a father in the clothing manufacturing business and a mother who worked in private sales at Christie’s, Lee knew from a young age that she wanted to pursue a career in the business side of fashion. And after getting an undergraduate economics degree at Northwestern, an MBA from New York University, and working stints during the e-commerce boom at leading fashion brands like Chanel, Calvin Klein, Armani Exchange and C. Wonder, she made it happen.

And it all started with a triathlon. 

While training for a bucket list event in 2012, at a time when the term ‘athleisure’ was fresh on everyone’s lips and only a few players dominated the space – Nike, Adidas, and Lululemon, to name a few – Lee noticed a dire lack of performance-driven pieces that were stylish enough to fit into her on-the-go, urban lifestyle in New York City. 

“I just wasn’t excited about any of those brands, everything was very functional, but there was nothing fashion-forward or elevated for my New York City life in the fashion business,” says Lee. 

By then, Lee had already spent three years in a front-row seat in fashion boardrooms as the assistant to veteran retailer Chris Burch, co-founder of Tory Burch and founder of C. Wonder, who was also generous enough to mentor her on the ins and outs of the fashion business. 

“All my friends in business school were like, ‘Oh, you’re just going to be somebody’s assistant? Don’t you think you’re better than that? You have an MBA!’ It was the best experience of my life because he was invested in my career, took me to meetings with other big fashion executives, and gave me an opportunity to observe and absorb,” says Lee. 

Starting Alala didn’t come easy, but by embodying the spirit of Alala, the Greek goddess of the war cry, she gathered all her savings, raised money through friends and family, launched the company with just one other employee to help with design, pulled through long nights, and eventually broke into the market with orders coming in from Nordstrom, Bloomingdale’s, and the American fitness company Equinox. 

Alala celebrates its 10th anniversary next year, and just like when it first started out, Lee has stayed true to a minimalist but edgy aesthetic. Among its bestsellers are the Barre Seamless Tights, featuring rib detailing that elongates the legs, the Fractal Raglan Long Sleeve Tee, a boyfriend-style tee with a back mesh accent that pairs equally well with jeans, and the Diana Top, made for tennis and equally appropriate for work. Prices range from $45 (SGD $60.93) for the Essential Seamless Bra to $250 (SGD $338.47) for the Sherpa Bomber. 

Lee has also focused on building an athleisure brand based on timelessness, multi-functionality, quality, impeccable fit, and inclusivity. 

“There are so many things about me that make me an outsider. I didn’t grow up here; I’m not American or even very fit. The wellness space is a lot more inclusive now, but when I started, there were not a lot of people like me represented, says Lee. 

So she made it a point to create campaigns featuring women of all body types and ethnicities. 

“I feel it’s important to expand the visual vocabulary and understanding of wellness, and part of our mission is to continue that conversation,” she adds. 

Still, the energy of New York City and its busy, on-the-go inhabitants are the soul of her brand, which she hopes to take internationally, especially to Singapore, which she still counts as home even after being away for over 20 years. 

“There’s so much going on in New York City that you’re always constantly being challenged and pushed, but it’s my Singapore identity that gives me a unique perspective and grounds me,” says Lee. 

Scroll ahead to find out more about Lee, her personal workout routine, and all her tips for building a groundbreaking business from the ground up.

What's a typical day in your life like?

Credit: Denise Lee

1/5

I try to spend my mornings not working. Sometimes when you’re not working, that’s when a breakthrough comes. My mornings are about spending time by myself. I journal, meditate, and take walks where I don’t listen to music. I’m not one to wake up and turn on my computer to start working. I’ll have meetings in the late mornings and early afternoons, but I keep my Tuesdays and Fridays free of meetings. On those days, I spend time solidly working and creating – it’s helped so much with productivity. Between 3 pm to 7 pm, I’ll walk my dogs, exercise, and eat on the early side, before putting in another couple of hours of work before bedtime.

What workouts do you enjoy?

Credit: Alala

2/5

Right now, I’m doing a lot of Pilates and Tracy Anderson.