Philosophy

We believe comfort and style can coexist in your closet and that getting dressed doesn’t have to be complicated. Our luxe loungewear is intentionally crafted with timeless silhouettes that can easily take you from boudoir to brunch (bras optional). We use luxurious, eco-friendly fabrics unmatched in softness, allowing you to feel your best and look your best, effortlessly.  

Est. 2018

NICOLE ALEX was launched in 2018 by Nicole Zabal, a graduate of the prestigious Parsons School of Design in New York. Nicole spent fifteen years honing her fashion industry expertise with the goal to one day launch her own brand. A self-proclaimed fitness enthusiast, Nicole fell in love with the concept of the built-in shelf bras she found in her workout tank tops---but those tops were often too tight, unflattering, and not ideal for wearing outside the gym. Nicole realized there was a need for casual apparel that had the comfort of athleisurewear and the convenience of a built-in shelf bra. Frustrated with not being able to find her ideal styles anywhere, she decided to take matters into her own hands, debuting her first collection in the Spring of 2018.

Note From Our Founder

I had been working from home for years and realized one day that I was living in my fitness clothes---even if I wasn’t necessarily going to the gym. It was just so easy to put on a tank top with a built-in bra and a pair of leggings and be comfortable in my home office. Then, I had an epiphany that there weren't any casual apparel brands offering a built-in shelf bra, outside of the usual tight-fitting tank tops we see from activewear brands. So, I thought, why can’t there be wearable silhouettes in tanks, tees, and dresses that you can put on effortlessly – and still look cute and stylish if you have to leave the house (without putting a bra on)! From there, the idea for NICOLE ALEX was born.

Enjoy!

XOXO