Our Philosophy

Getting dressed should be effortless.

NICOLE ALEX embodies the essence of luxe leisure. We offer high-end loungewear and basics inspired by a laid-back, West Coast lifestyle. Our neutral staple pieces are designed to be effortlessly blended into your everyday wardrobe - from couch to brunch, and everywhere in between. 

It's OK to ditch your bra (sometimes).

Let's be honest...some days you just want to leave the house without putting a bra on! Our tops and dresses feature a built-in shelf bra for light support and throw-on-and-go style, so you can ditch your bra and give the "girls" a break from those uncomfortable underwires!  


Sustainability is Chic

Our garments are proudly designed and made in Los Angeles using ethically-sourced, eco-friendly bamboo cotton fabrics. We select superior, machine washable fabrics, and obsess over every detail to ensure the best quality and the most flattering fit. 



Our Story

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 athleisure and the functional support 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.

Nicole Zabal


A Note From Our Founder

I had been working from home for five years as a sales rep for a swimwear and intimate apparel manufacturer, and realized one day that I was living in fitness clothes---even if I wasn’t necessarily going to the gym. It was just 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 just throw on with minimal effort – and still look cute and stylish if you need to leave the house (without putting a bra on)! From there, the idea for NICOLE ALEX was born.


XOXO Nicole