Because Of Alice: Redefining Timeless British Fashion with Simplicity and Style
In an era of fast fashion and fleeting trends, a quiet yet powerful revolution is happening in the heart of the UK. Enter Because Of Alice – a contemporary British womenswear brand that’s rewriting the rules of everyday elegance. Established by fashion influencer Alice Olivia Cross, this brand has rapidly gained momentum since its inception in 2020, becoming a symbol of timeless style and intentional simplicity. With its headquarters based in Redditch, England, and a loyal global following, Because Of Alice is not just a label—it’s a lifestyle.
The Vision Behind Because Of Alice
Who Is Alice Olivia Cross?
At the core of Because Of Alice lies the creative force and founder, Alice Olivia Cross. A fashion influencer and content creator turned entrepreneur, Alice had a clear vision: to make simplicity sophisticated again. Prior to launching BOA, she built a reputation for her chic, minimalistic personal style, which resonated with thousands of followers across social media.
In July 2020, Alice took the leap from influencer to business owner, channelling her aesthetics and insights into a brand that delivers timeless wardrobe essentials. Her fashion philosophy is deeply rooted in the belief that high-quality clothing shouldn’t just be aspirational—it should be accessible.
Founding Story
The birth of Because Of Alice was more than a brand launch; it was a declaration. Tired of excessive trend-chasing, Alice sought to revive the concept of “dressing well with intention”. She envisioned a curated wardrobe filled with staples that not only look elegant but feel luxurious and stand the test of time.
From its first collection to the present day, the brand has remained committed to this ethos—delivering modern classics that never go out of style.
What Sets Because Of Alice Apart?
A Brand Built on Core Values
Simplicity as an Art Form
While many brands chase after the latest fashion fads, Because Of Alice masters the art of simplicity. Its garments are designed with clean lines, muted colour palettes, and refined tailoring. These are pieces meant to be worn over and over again—versatile, stylish, and eternally relevant.
High-Quality Materials and Craftsmanship
One of the strongest pillars of Because Of Alice is quality. BOA doesn’t just create clothes that look good—they’re made to last. The brand works closely with trusted manufacturers to ensure that each item meets strict standards of quality, comfort, and durability.
Accessibility and Affordability
Luxury doesn’t have to be synonymous with exclusivity. BOA champions the belief that well-made, stylish clothing should be within reach for women everywhere. This is reflected in their pricing strategy, which delivers premium quality at accessible price points—a rare find in today’s fashion landscape.
Product Range: Where Function Meets Fashion
Signature Collections and Staples
Tailoring with a Twist
From structured blazers and wide-leg trousers to fitted midi skirts, BOA’s tailoring collection is designed for the modern woman. Each piece reflects confidence and poise, ideal for both the boardroom and after-hours events.
Luxe Loungewear and Knitwear
The BOA BASE line features everyday essentials including unitards, sports bras, leggings, and more. It merges the functionality of activewear with the elegance of minimalist fashion, proving that comfort can indeed be stylish.
Dresses That Define Grace
From blazer dresses to slip-style silhouettes, BOA’s dress collection balances femininity and structure. These are investment pieces that work season after season.
Because Of Alice Online and Worldwide
E-Commerce That Connects
Since its launch, Because Of Alice has prioritised a seamless digital experience. With a sleek and user-friendly website, customers around the world can easily browse, shop, and receive their favourite pieces at their doorstep. The brand offers worldwide shipping, with free delivery on UK orders over £50.
Social Media Presence
Much of BOA’s growth can be attributed to its strategic and authentic use of social media. Alice Olivia Cross continues to use her personal platforms to showcase styling tips, behind-the-scenes glimpses, and customer feedback. This level of transparency and connection has fostered a loyal and engaged community.
Company Snapshot
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Name: Because Of Alice
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Founder: Alice Olivia Cross
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Founded: July 2020
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Headquarters: Redditch, United Kingdom
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Industry: Retail Apparel and Fashion
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Employees: 2–10
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Website: becauseofalice.com
Sustainability and Ethics
Conscious Choices, Lasting Impact
While BOA is not a fully sustainable brand in the technical sense, its business model promotes longevity and intentional shopping. By focusing on slow fashion principles—durability, timeless design, and seasonless collections—BOA inherently reduces waste and overproduction.
Additionally, the brand places great emphasis on ethical sourcing and fair production practices, working with suppliers who share their values.
Why Because Of Alice Is a Brand to Watch
Rising Influence in the Fashion World
Since its humble beginnings, Because Of Alice has achieved notable recognition. It operates under the AYBL Group, one of the UK’s fastest-growing fashion houses. BOA’s appeal spans across the globe, with strong sales in the UK, Europe, and beyond.
Its steady climb in the fashion world isn’t just due to clever marketing—it’s the result of a clear vision, premium quality, and an unwavering commitment to making everyday luxury a reality for women.
Customer-First Approach
From extended sizing plans to thoughtful packaging and responsive customer service, Because Of Alice continues to refine its customer experience. The brand actively listens to feedback and adapts quickly—ensuring every woman feels confident in BOA clothing.
Final Thoughts
Because Of Alice is more than just a fashion brand—it’s a movement. A movement that encourages women to embrace elegance in simplicity, invest in quality over quantity, and dress with purpose. With a growing customer base, a powerful founder at the helm, and a message that resonates across generations, BOA is poised to become a household name in British and global fashion alike.
Whether you’re looking for tailored pieces for work, refined essentials for everyday wear, or timeless dresses for special occasions, Because Of Alice delivers with grace and authenticity.
