our story

Hey Girl!

Hey Girl! Alice & Wonder is a Chicago-based lifestyle brand designed to bring you pieces that feel thoughtful, personal and connected to the places that mean the most. From curating the perfect tee to creating the tote you didn’t know you needed, we’re drawn to things that feel special and worth holding onto.

We bring you the good stuff: everything from those hard-to-find gems you can't live without to the classic brands you know and trust. Because we get it: having the perfect tee or just the right cocktail glasses can be a day-breaker or day-maker. And we're here for the latter.

We believe in the witty, fun, optimistic and nostalgic. When uniqueness meets affordability, that’s when we’ve done our job.

The $100 Promise

We hear ya, sister! It’s hard out there for a girl on a budget. So we give you this: our $100 promise. That means you won’t find anything in our shop more than $100 unless we whole-heartedly believe the product is worth the spend. We’re all about the investment pieces. And we'll be sure to bring you those closet staples when we find ‘em. As a majority though, the pretty fun things in our shop will be offered for $100 or less.

Our Story

Let's take it way back...
  • How Wonderful

    Our owner Ali hits grade school & takes on the nickname Alice, setting her up for a dream 20 years in the making.

  • City Livin'

    While born and raised in the ‘burbs, Ali’s post-college home (and soon-to-be our home!) becomes Chicago.

  • Working 9 to 5

    Ali leaves her corporate PR gig to follow a dream. Thus, our shop is born.

  • And we're live

    Alice & Wonder launches as an online shop, selling only 13 items, out of a tiny condo bedroom.

  • Let's go girls

    We join a female collective pop-up where we get a taste of meeting real customers. Hey girl.

  • Our own rabbit hole

    We branch off to start our own summer pop-up in Lincoln Park. A real DIY labor of love.

  • Honey, we're home

    We shut our pop-up doors, redo our entire space (ourselves!) and open back up for good.

  • Why thank you!

    We're named best place to get dressed in Lincoln Park & get a shoutout in US Weekly. We're blushing.

  • Chicago forever & ever

    We create our very own Chicago apparel collection. Windy city lookin’ real pretty.

  • Twice as nice

    We open our second location in Chicago on one of our favorite shopping streets – Southport.

  • We made it mini

    Because mini bestie needs a place to shop too - We open a baby and toddler shop right across from our second location on Southport.

  • Let's meet on state street

    We open our third Alice location, right in the heart of River North.