Alivia
Alivia is a privately-held NYC-based DTC womenswear brand founded in 2018 that transforms artwork by creators with disabilities into prints and embroidery on apparel, donating 10% of every purchase to the creator's local nonprofit and distributing through Shopify, 100+ US boutiques, and Nordstrom and Neiman Marcus.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Alivia does
Alivia is a privately-held, NYC-based women's apparel brand founded in 2018 that designs and sells womenswear (dresses, tops, sweaters, skirts, pants, pajamas, and accessories) using a distinctive "art-to-print" pipeline: original artwork created by individuals with disabilities during nonprofit art therapy programs is transformed into bold prints and embroidery on garments. The brand operates a transparent giving model in which 10% of every purchase is donated directly to the local nonprofit where the featured creator participates, calculated from top-line revenue before operational costs. Each garment includes a unique scannable (QR) tag allowing wearers to access the artist's story.
The product line is built around ~366 active SKUs priced from $15 (accessories) to $298 (premium dresses), with dresses and tops forming the largest categories. Production occurs primarily in the NYC garment district using Standard 100 by Oeko-Tex certified materials and digital printing methods to reduce fabric and water waste. The proprietary technical components are the art-to-print transformation process, the scannable impact tag system, and the Project A vocational training program (with the Center for All Abilities), which both upcycles production fabric scraps into products and creates employment pathways for adults with intellectual and developmental disabilities.
Commercially, Alivia runs a hybrid distribution model: direct-to-consumer e-commerce through a Shopify-powered storefront at shopalivia.com, wholesale distribution to 100+ independent boutiques across 22+ US states via the Faire platform, and selective major-retailer placements (pajamas at Neiman Marcus since April 2023 and at Nordstrom.com since September 2024). Revenue streams include DTC sales, wholesale orders, gift cards ($50-$500), and seasonal discount channels (sale up to 75% off, warehouse sale under $100). The brand is led by founder and CCO Jovana Mullins and co-founder Brandon, with a small core team, and has been featured in NBC TODAY, Good Morning America, Forbes, WWD, and Harper's Bazaar.
Alivia firmographics
Firmographics- Name
- Alivia
- Website
- https://shopalivia.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Alivia is a privately-held NYC-based DTC womenswear brand founded in 2018 that transforms artwork by creators with disabilities into prints and embroidery on apparel, donating 10% of every purchase to the creator's local nonprofit and distributing through Shopify, 100+ US boutiques, and Nordstrom and Neiman Marcus.
- Ownership category
- akta.pro rank
Alivia industry classification
Industry- Product category
- Women's Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Statement & Trend Jewelry (CRAKABAB)
- akta.pro secondary industries
- Fashion Jewelry Sets & Giftable Collections (CRAKABAL), Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)
Keywords
Where Alivia is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Alivia business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Others, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce Sales: Primary revenue stream through shopalivia.com (Shopify-powered storefront). Product mix includes dresses, tops, sweaters, skirts, pants, pajamas, and accessories. Average price points range from approximately $35 (scarves) to $298 (Gianna Dress). Free US shipping on orders over $50.
- Wholesale to Boutique Stockists: Wholesale distribution through Faire platform (shop-alivia.myshopify.com/apps/faire-wholesale) to a network of independent boutiques across the United States.
- Major Retail Partnerships: Selective distribution partnerships with major retailers. Alivia pajamas launched at Neiman Marcus in April 2023 and at Nordstrom.com in September 2024.
- Sale and Warehouse Sale Channels: Discounted sale of select styles up to 75% off and warehouse sale under $100 to liquidate inventory. All sale and warehouse sale purchases are final.
- Gift Cards: E-gift cards available in $50, $100, $250, and $500 denominations. Gift cards do not expire and have no service fees. Personalized gift wrapping offered for $10 additional fee.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail pricing per garment |
| Unit Pricing | Pay-as-you-go | Sale collection |
| Unit Pricing | Pay-as-you-go | Warehouse Sale collection |
| Other | Pay-as-you-go | Gift cards (e-gift card) |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels8 records
Alivia product offering
Product offeringCore offering
Alivia designs, produces, and sells women's apparel — dresses, tops, sweaters, skirts, pants, pajamas, and accessories — by transforming original artwork from rotating featured creators with disabilities into bold prints and intricate embroidery. Every garment carries a unique scannable tag linking the wearer to the artist's story, and 10% of each purchase is donated directly to the creator's local nonprofit. The brand sells primarily direct-to-consumer via shopalivia.com (Shopify), with selective wholesale distribution through boutique stockists and major retailers including Nordstrom and Neiman Marcus.
Product overview
Alivia is a single direct-to-consumer women's fashion brand centered on a unified womenswear product offering, organized into core product category lines (New Arrivals, Resortwear, Sweaters & Tops, Dresses & Jumpsuits, Skirts & Bottoms, Pajamas, and Accessories) alongside discount lines (Sale and Warehouse Sale). Every garment is built through the same "art-to-print" pipeline: original artwork from rotating featured creators with disabilities — showcased in the Featured Creators / Artist Collection program (24 artists) — is transformed into Alivia's bold prints and embroidery, with 10% of each purchase donated to the artist's local nonprofit (e.g., Camp Cole, Gigi's Playhouse NYC, ESP, The Virginia Home, Augusta Training Shop, Center for All Abilities, Jack's Basket, Dear Mom,). The Project A program layers a parallel social-impact product line (Tote Bag, Jumbo Scrunchie, Peyton Bow Clip) and vocational training program for adults with disabilities, producing items upcycled from production fabric scraps.
Differentiator
Problem solved
Functional benefit
Products and services
- Dresses & Jumpsuits Women's dresses and jumpsuits featuring Alivia's signature artist-to-print embroidery and bold prints derived from original artwork by featured creators with disabilities. Priced approximately $98-$298 per garment.
- Sweaters & Tops Women's cardigans, sweaters, sweatshirts, shirts, tees, and jackets featuring Alivia's signature artist prints and embroidery. Priced approximately $88-$228 per garment.
- Skirts & Bottoms Women's skirts, shorts, skorts, and pants featuring Alivia's signature artist prints and embroidery. Priced approximately $78-$218 per garment.
- Pajamas Women's pajama sets, pajama shorts, robes, and matching kids PJ styles featuring Alivia artist prints. Priced approximately $44-$175. Also distributed through Nordstrom.com and Neiman Marcus.
- Accessories Bags, scarves, and small accessories including the Sabrina Bag, Sabrina Midi Bag, Tote Bag, Signature Scarf, Summer Scarf, Liberty Bloom Scarf, and Jack's Basket Scarf. Priced approximately $15-$72.
- Resortwear / Resort Capsule Collection Limited resort capsule pairing watercolor florals by Grace Reber (GracePlace Art) with vision from Nate Simon (21 Pineapples); 10% of every purchase is donated to Dear Mom to fund its National Conference for moms raising individuals with Down syndrome and special needs.
- Project A Product Line Upcycled accessories — including the Tote Bag, Jumbo Scrunchie, and Peyton Bow Clip — produced through Alivia's Project A vocational training program with the Center for All Abilities, providing meaningful employment for adults with intellectual and developmental disabilities.
- Alivia Gift Cards E-gift cards (and physical gift cards on request) available in $50, $100, $250, and $500 denominations. Gift cards do not expire, carry no service fees, and can be paired with $10 signature gift wrapping.
Quantifiable outcome
- 10% of every purchase donated to creator's local non-profit
- +3 more outcomes
Companies that use Alivia
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles1 record
Alivia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature4 records
Alivia partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered flagship - primary nonprofit partner for multiple artists (liz twitty, ann mealing, kate liggitt, lila mozingo), core - artwork origination partner for multiple artists (beverly sapp, dee motley, jessica mckie, kevin reyes, victor), core - ss23 collection partner and artwork origination for multiple artists, flagship - co-creator of project a vocational training program and artwork origination partner, flagship - resort capsule collection co-development partner, core - artwork origination partner for taylor bernard collection, including 'tay's place' dedication, core - artwork origination partner for the joy exchange collection, minor - listed nonprofit partner, core - co-collaborator on resort capsule collection, minor - employment reference for featured artist kate liggitt, minor - employer of featured artist suzanne goossens, flagship - major retailer partner, flagship - major luxury retailer partner, core - wholesale distribution platform integration, flagship - core e-commerce platform and core - analytics and marketing platform.
- Camp Coleflagship - primary nonprofit partner for multiple artists (liz twitty, ann mealing, kate liggitt, lila mozingo)Camp Cole is a non-profit that provides an accessible camp experience to people of all abilities. Alivia has collaborated closely with Camp Cole as the primary artwork origination partner for multiple featured artists (Liz Twitty - Summer collection, Ann Mealing - Spring collection, Kate Liggitt - Fall collection, Lila Mozingo - Holiday collection). 10% of every related purchase is donated to Camp Cole.
- Augusta Training Shopcore - artwork origination partner for multiple artists (beverly sapp, dee motley, jessica mckie, kevin reyes, victor)Augusta Training Shop serves as the artwork origination nonprofit for multiple featured Alivia artists.
- Gigi's Playhouse NYCcore - ss23 collection partner and artwork origination for multiple artistsGigi's Playhouse NYC is a nonprofit partner for the SS23 Collection. Alivia partnered with Gigi's Playhouse NYC for their annual fashion show featured by Harper's Bazaar. Multiple artists originated from Gigi's Playhouse (Victoria Krasney, Charlotte Meier, Adam Schaub, Denise Kiernan, Brittany Lee, Stephanie Portoviejo).
- Center for All Abilitiesflagship - co-creator of project a vocational training program and artwork origination partnerAlivia partnered with the Center for All Abilities (allabilities.org) to create Project A, a fashion-focused vocational training program providing specialized education and employment for individuals with intellectual or developmental disabilities. Multiple featured artists also originated from Center for All Abilities (Wanita Wai, Kevin Wu, Jack Peng, William Choi, Allen Li, Yu Chen).
- Dear Momflagship - resort capsule collection co-development partnerCo-developed the Resort Capsule collection with Dear Mom (dearmomco.com). 10% of every purchase is donated to Dear Mom to fund their National Conference for moms raising individuals with Down syndrome and special needs.
- The Virginia Homecore - artwork origination partner for taylor bernard collection, including 'tay's place' dedication10% of every purchase in the Taylor Bernard collection supports The Virginia Home in Richmond, VA, funding a recreation lounge and adaptive gaming space named in her honor, 'Tay's Place,' at their new facility. The Virginia Home provides independent, dignified living for individuals with physical disabilities.
- Extra Special People (ESP)core - artwork origination partner for the joy exchange collection10% of every purchase in The Joy Exchange collection supports ESP, a nonprofit organization based in Georgia that serves individuals with disabilities and their families through programs focused on connection, joy, and transformative community experiences. ESP CEO Laura Hope Whitaker authored the related book.
- Jack's Basketminor - listed nonprofit partnerJack's Basket (jacksbasket.org) is listed as one of Alivia's nonprofit partners.
- GracePlace Artcore - co-collaborator on resort capsule collectionCo-developed the Resort Capsule collection. GracePlace Art was co-founded by Grace Reber, a young artist with Down syndrome.
- 21 Pineapplescore - co-collaborator on resort capsule collectionCo-developed the Resort Capsule collection. 21 Pineapples is a Hawaiian shirt company founded by Nate Simon, a fashion icon who also has Down syndrome.
- Bitty & Beau's Coffeeminor - employment reference for featured artist kate liggittFeatured artist Kate Liggitt works as a barista at Bitty & Beau's Coffee, an employer known for hiring people with disabilities.
- Java Joyminor - employer of featured artist suzanne goossensFeatured artist Suzanne Goossens is an ESP member and Joyrista with Java Joy (javajoy.org).
- Nordstromflagship - major retailer partnerAlivia pajamas launched at Nordstrom.com on September 30, 2024.
- Neiman Marcusflagship - major luxury retailer partnerSelect Alivia pajamas launched at Neiman Marcus on April 8, 2023.
- Fairecore - wholesale distribution platform integrationAlivia uses Faire as its wholesale marketplace platform for boutique stockists (shop-alivia.myshopify.com/apps/faire-wholesale).
- Shopifyflagship - core e-commerce platformShopify powers Alivia's online store at shopalivia.com.
- Google Analyticscore - analytics and marketing platformAlivia uses Google Analytics to understand customer behavior and assess marketing and advertising campaign success.
Scale indicators7 records
Recent moves8 records
Expansion highlights5 records
Alivia competitors and assessment
Company assessmentDirect peers
- ABLE: ABLE is a DTC womenswear brand that employs and empowers marginalized women, publishing the wages of every garment maker. Like Alivia, it sells premium dresses, tops, and accessories through its own e-commerce site and uses a transparent social-impact narrative (e.g., percentage of revenue to producers) as its core differentiator.
- Raven + Lily: Raven + Lily is a mission-driven women's apparel and accessories brand that partners with artisan collectives, donating a portion of proceeds and paying fair wages. It targets a similar conscious-consumer segment with an emphasis on ethical production and storytelling, overlapping directly with Alivia's artist-to-garment model.
- Tonlé: Tonlé is a zero-waste, sustainable women's apparel brand that upcycles fabric scraps into limited-run collections and employs marginalized artisans. Its small-batch, sustainability-led, artisan-collaboration model closely mirrors Alivia's Project A upcycled accessories and rotating artist pipeline.
- People Tree: People Tree is a pioneer of fair-trade, sustainably produced womenswear, with GOTS-certified organic cotton and transparent supply chains. It competes for the same conscious-consumer womenswear shopper as Alivia and shares the "fashion as social impact" value proposition.
- Christy Dawn: Christy Dawn is a women's apparel brand using deadstock and organic cotton, with a small-batch, mission-led model and own-site DTC focus. It competes in the same premium, sustainable, small-team womenswear category as Alivia.
- Mara Hoffman: Mara Hoffman is a women's ready-to-wear brand recognized for sustainability commitments, bold prints, and inclusion of diverse creators and models. Its emphasis on expressive prints, sustainability, and inclusivity mirrors Alivia's art-driven, social-impact positioning.
Broad incumbents
- Reformation: Reformation is a leading sustainable womenswear DTC brand selling dresses, tops, and accessories at premium price points, with proprietary sustainability reporting. It is a much larger incumbent that competes for the same conscious-women customer and overlaps in product category, brand storytelling, and Nordstrom-level distribution.
- Everlane: Everlane is a DTC-first apparel brand built on radical transparency in pricing and factory disclosure. While broader in assortment (including menswear), it competes with Alivia for the conscious-consumer womenswear shopper and sets the baseline expectations for ethical DTC apparel marketing.
- Sézane: Sézane is a French DTC womenswear brand selling dresses, tops, and accessories with a Parisian-lifestyle narrative. It is a much larger incumbent, but its apparel assortment, price band, and emotional-storytelling brand approach overlap with Alivia's core womenswear categories.
Emerging players
- Naadam: Naadam is a DTC apparel brand built around ethical cashmere sourcing with strong sustainability and direct-trade storytelling. While menswear-skewed, it competes with Alivia for the conscious-consumer wardrobe share and is sold through similar premium DTC and department-store channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Alivia social profiles
Digital presenceAlivia compliance and trust
Trust signalCompliance4 records
Alivia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alivia leadership team
Management profileNumber of profiles
Profiles2 records
Alivia funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alivia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alivia
What does Alivia do?
Alivia designs, produces, and sells women's apparel — dresses, tops, sweaters, skirts, pants, pajamas, and accessories — by transforming original artwork from rotating featured creators with disabilities into bold prints and intricate embroidery. Every garment carries a unique scannable tag linking the wearer to the artist's story, and 10% of each purchase is donated directly to the creator's local nonprofit. The brand sells primarily direct-to-consumer via shopalivia.com (Shopify), with selective wholesale distribution through boutique stockists and major retailers including Nordstrom and Neiman Marcus.
Is Alivia a public or private company?
Alivia is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alivia founded?
Alivia was founded in 2018. It employs 1 to 10 people.
Where is Alivia based?
Alivia is headquartered in New York, United States, in the North America region.
How does Alivia make money?
Five revenue lines are on record. Direct-to-Consumer E-commerce Sales are the primary driver. The others are wholesale to Boutique Stockists, major Retail Partnerships, sale and Warehouse Sale Channels and gift Cards.
Who are Alivia's main competitors?
Direct peers on record are ABLE, Raven + Lily, Tonlé, People Tree, Christy Dawn and Mara Hoffman. Broad incumbents are Reformation, Everlane and Sézane. Naadam is listed as an emerging player.
Does Alivia have an API?
No public API is recorded for Alivia.
What industry is Alivia in?
Alivia's product category is Women's Apparel. Its primary akta.pro industry code is CRAKABAB, Statement & Trend Jewelry, with a secondary code of CRAKABAL, Fashion Jewelry Sets & Giftable Collections. Its NAICS code is 458110 and its SIC code is 5600.