Let’s start from the beginning! Tell us a little about the journey that led you to where you are now

I grew up thrifting with my mom, always searching for jeans that actually fit. I started aligrace in my college dorm room with one goal: to create denim that feels like it was made just for you. While studying math and computer science, I worked on aligrace as a side hustle throughout college. My senior year, I entered a business accelerator and made it from 300 teams down to the top 12. I was one of only two women — and the youngest competitor — pitching in front of angel investors “Shark Tank” style. Winning $3,000 towards my business gave me the confidence to take aligrace seriously. What began as reworking jeans for friends eventually turned into a $60,000 sales night during the pandemic, and since then, the brand has scaled into a community-driven business carried by retailers like Anthropologie, Revolve, and FWRD.

Ali Grace offers custom vintage Levi’s tailored to each customer’s exact measurements. What inspired you to specialize in custom denim, and why is it worth the investment?

I’ve always struggled to find denim that truly fit, and I realized so many others felt the same. Traditional sizing leaves so many people out, and I wanted to create jeans that celebrate all body types instead of funneling everyone into one standard. Denim is one of the hardest things for women to shop for, and traditional sizing often misses the mark. Custom denim allows people to finally feel confident in jeans made just for them.

But it’s not just about fit — it’s about the process. Finding quality vintage Levi’s isn’t as easy as it once was. My team and I hand-source thousands of pairs, clean and restore them, then organize by wash, fit, and size before they even reach the cutting table. From there, each pair is reworked with details designed to flatter — whether it’s reshaping the leg, adjusting the waist, or adding unique elements like our Barrel legs. We’ve built a true one-stop shop for dream denim, but what often gets overlooked is how much time, craftsmanship, and care goes into transforming each piece. That’s what makes them worth the investment — they’re timeless, sustainable, and completely unique to you.

How would you define the perfect pair of jeans — and how does that philosophy shape the offerings at Ali Grace?

The perfect pair of jeans is one you don’t want to take off — they flatter your body, move with you, and feel timeless. That’s why our styles balance vintage authenticity with modern tailoring. Whether it’s a wide leg, a v-waist, or a barrel jean, each design starts from that philosophy of fit, longevity, and effortless cool.

Every pair of vintage jeans tells a story through its wear, wash, and patina. How do you honor that history while tailoring it into something new for each client?

We lean into imperfections instead of hiding them. The fading, fraying, and whiskering are what make vintage Levi’s so beautiful — no two pairs are ever the same. When we tailor them, it’s not about erasing that history, but elevating it with new details like reworked silhouettes and professional repairs to make them feel new again.

Tell us what a typical day-in-the-life looks like for you.

One constant in every day is laundry — sorting vintage denim is always the first step, whether we’re scrubbing, washing, or prepping pairs for tailoring. From there, my mornings are usually spent in the warehouse checking production, organizing stock, and working with my team on alterations. Some days it’s all about picking out denim and cutting for orders, other days it’s packaging wholesale shipments. Afternoons are often spent on calls with our showroom, sifting through emails or reviewing wholesale POs, and evenings are when I catch up on creative and admin — generating new styles, planning content, scheduling out our production timeline or connecting with our community online. And then there are those inevitable scrambles, like running around to meet UPS at the end of the day so a wholesale order makes its deadline. No two days look alike, but denim — in some form or another — is always at the center.

How do you seek to incorporate balance in your life?

Balance is something I seriously struggle with as a founder. I take on way too many things, and because aligrace is so personal to me, it’s hard to delegate — I always want to do everything myself. Some days I’m knee-deep in denim, sorting laundry or scrubbing vintage pairs, and other days I’m literally sprinting to meet UPS before pickup with a wholesale order in my arms. It’s chaotic, and if I’m honest, I’m often on the verge of burnout.

I’m learning that balance doesn’t come naturally in entrepreneurship — it’s something you have to actively create. For me, it’s about grounding myself in small ways: a yoga class, taking time offline, or celebrating small wins with my team. I don’t have it figured out yet, but I hope as my team expands, I’ll be able to let go a little more and find a rhythm that feels sustainable.

What’s a fashion trend you’re loving right now? And not so much?

What does leadership mean to you, and what advice would you offer other women entrepreneurs carving their own path?

To me, leadership is about setting the vision while still being willing to roll up your sleeves. I’ve been hands-on in every part of aligrace, from cleaning and picking out jeans to shipping orders and organizing the warehouse, and I think that kind of commitment inspires your team to care as deeply as you do.

My advice for other women founders is this: don’t wait for permission to start. Trust your instincts, lean into your community, and don’t be afraid to take risks. I’ve always believed that you can figure anything out if you’re willing to try — so sometimes leadership means betting on yourself, doing the thing you want to do, and proving along the way that you can.

Looking ahead, what’s next for you and your brand? What impact are you most proud of, and where do you hope to grow?

Looking ahead, it feels surreal to see aligrace stepping into a new chapter. When I started this brand in my dorm room, I never imagined it would one day be carried by major retailers or have launches planned in the luxury space. What I’m most proud of is building a business that’s profitable, sustainable, and rooted in community — without outside funding or paid influencer campaigns.

As we grow, I want to take everything I’ve learned from working with vintage Levi’s and channel it into creating a modern denim line that’s inspired by vintage but produced at scale. My hope is that aligrace continues to push the boundaries of what denim can be — timeless, inclusive, and built to last — while also showing that the most meaningful fashion brands are born from grit, creativity, and heart.

Go-to outfit formula for the summer?

Light/Med wash barrel jeans + a tank + square toe sandals.

Current fave denim wash?

Light/Med wash with whisker fading.

Your coffee or tea order?

Iced Breve Latte with maple syrup.

One product that’s always in your bag?

A tape measure… I’m serious!

Best piece of advice you’ve ever received?

Ironically, it was from my college guidance counselor who told me not to move forward with aligrace and to get my master’s instead. That pushback lit the fire I needed to take the business full-time — and in a way, it became the best advice I ever received.