ALI GRACE
Ali Grace launched aligrace out of her college dorm room at UMass Amherst in 2018 out of a love for vintage denim and a frustration with how hard it was to find jeans that actually fit. What began as a personal hunt for the perfect pair quickly evolved into a brand rooted in reinvention, individuality, and confidence. Ali began by reworking thrifted Levi’s into one-of-a-kind, custom pieces for friends, and after graduation, the brand quickly took off.
Ali is a storyteller. She saw potential in every pair she found, envisioning how each could be transformed into something new while keeping its history intact. Her eye for fit, detail, and proportion became the foundation for aligrace—jeans designed to celebrate every body, with silhouettes that feel both nostalgic and modern.
From her dorm room beginnings to running a full-scale operation in San Diego, Ali has stayed deeply involved in every aspect of the brand—from sourcing vintage inventory and working with her team of local artisans, to developing collections for major retailers like Revolve, Anthropologie, and FWRD. Her mission has always been simple: to make vintage denim that fits like it was made for you.
Today, Ali is the creative force behind every pair of jeans that bears her name. She hand-selects every vintage Levi’s, oversees every pattern and detail, and leads a small but mighty team in San Diego who bring her vision to life. Ali’s approach to design is deeply personal—she believes the best jeans are lived in, reimagined, and made to fit you, not the other way around.
Her work has redefined what it means to wear denim: thoughtful, timeless, and made to last—each piece as unique as the person wearing it.
THE BRAND
aligrace was built on the belief that great denim never goes out of style—it just needs to be reimagined. Each pair starts as a vintage Levi’s, sourced by hand and transformed into a new silhouette using 100% cotton denim. Every piece is one-of-one, carrying the character of its past life and the craftsmanship of its rebirth.
What began as a dorm-room project has grown into a multi-million-dollar brand carried by leading retailers including Revolve, Anthropologie, and FWRD, with upcoming launches at more major retailers alike. Despite the scale, the heart of the brand remains small and personal—rooted in sustainability, creativity, and the love of denim that started it all.
Signature styles like the Barrel Jean, Brigette Jeans, and Reverse Jean have become staples among women who value individuality and effortless style. Each collection balances structure and ease, vintage and modernity—always designed to be lived in, loved, and uniquely yours.
At its core, aligrace is more than a denim brand. It’s a story of transformation—of giving old denim new life, and of creating jeans that finally fit not just your body, but your story.
Our Locations
SAN DIEGO
4903 Morena Blvd Suite 1210
San Diego, CA 92117
(NOT OPEN TO THE PUBLIC)