ALIGNE takes on the city that never sleeps with its first-ever pop-up

ALIGNE, the British brand that offers conscious, quiet luxury at accessible prices, is heading overseas to bring a “tangible, in-person reality” to New York City with its first-ever pop-up.

Dalbir Bains founded ALIGNE in 2020. Renowned for its clean cuts, sharp tailoring and intricate embellishments, ALIGNE is a small brand bringing about big change. It creates contemporary collections that are built from planet-friendly foundations and democratic decisions. Despite admitting it’s not perfect, the label said it is transparent about what it’s doing and always striving to improve.

The brand took to LinkedIn to announce “New York City, we’re coming for you!”, adding that its debut pop-up opens its doors at 27 Greene Street, Soho this April.

Ginny Seymour, CEO of ALIGNE, said: “Bringing ALIGNE to New York City for our very first pop-up is an incredible milestone and the biggest step we’ve taken as a brand.

“Transforming our digital experience into a tangible, in-person reality, where we can directly connect with our community is beyond anything I imagined when we began our DTC journey just 18 months ago.”

As the brand continues to break into the hierarchical fashion industry, it is making waves. Last March, it unveiled football star Lucy Bronze as its first-ever brand ambassador and face of its SS24 campaign. Bronze was one of the stars of the successful Lionesses’ Euro 22 campaign and has played for several big-name English clubs and is currently with Liga F club, Barcelona.

Read ‘The Interview: ALIGNE MD Virginia Seymour on her big ambitions for accessible quiet luxury’ here.