Alice’s Lips channels the spirit of alternative culture

Alice’s Lips champions alternative culture to the fullest extent. The Italian independent fashion brand, founded in 2020, combines founder Alice’s love for alternative music and vintage punk fashion, drawing out the best parts of both. Named after her Nirvana cover band — an ode to their 1991 deep cut “Molly’s Lips” — Alice’s Lips speaks to nonconformity and empowerment, always relating back to the music. “Whether I was headbanging to heavy riffs or getting lost in dreamy atmospheres, music was always there to inspire, comfort, and challenge me,” she tells AP, citing bands like My Chemical Romance, Sex Pistols, and Avril Lavigne. That devotion came full circle when Lavigne joined All Time Low onstage at last year’s When We Were Young, donning Alice’s Lips’ Cherry Bomb Vegan Leather Black Jacket and their Ride Black Vegan Leather Skirt.

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Below, we spoke with brand founder Alice about her formative music influences, creating a brand that empowers women, and her dreams of dreaming alt vets like Taylor Momsen and Hayley Williams.

Where did you grow up? Was there an alternative subculture happening there?

I grew up in a city in Italy called Pescara. My introduction to the alternative scene came through my older brother, who’s a drummer in different local gigs, and shared his passion for music with me. During my teenage years, I further immersed myself in this world by playing electric guitar, jamming out to bands like Nirvana, Avenged Sevenfold, Soundgarden, etc. Every time that I discovered a new alt band, it was love at first sight. 

What was your first introduction to grunge/punk clothing? Was it through music or photos you saw?

It wasn't just about the tunes — it was the whole vibe, you know? Watching MTV music videos like "Sk8er Boi" by Avril Lavigne and jamming out to bands like blink-182, I couldn't help but be drawn to their pop-punk style. Let's not forget those iconic ’80s glam-rock bands like Mötley Crüe — their lookbooks were like treasure troves of inspiration! So, whether I was rocking out in my room or flipping through those glossy pages, each glimpse into the world of alternative fashion felt like discovering a piece of myself. It's that same spirit of boldness and individuality that I channel into my women's wear brand today.

What kind of music did you listen to growing up?

Growing up, my musical taste was as eclectic as it gets! I was exposed to a wide range of genres, from the gritty sounds of grunge and punk to the soulful melodies of indie rock and the infectious beats of electronic music. Bands like Nirvana, My Chemical Romance, and Sex Pistols were constant companions during my formative years, providing the soundtrack to countless memories. Whether I was headbanging to heavy riffs or getting lost in dreamy atmospheres, music was always there to inspire, comfort, and challenge me. 

What did you do before the brand, and what led you to that moment in 2020 when you decided to start Alice’s Lips?

Before diving into the world of Alice's Lips, I was determined to turn my passion for music into a career, so much so that I moved to England with my electric guitar and my partner Andrea, with whom I had a Nirvana cover band. I started attending the Academy of Contemporary Music in Guildford, earning my degree in music performance with a focus on electric guitar. During that time, I used Depop a lot: I lived in a very small studio apartment, and space was limited, so the extra money always came in handy. I enjoyed finding vintage clothes, and it seemed like people appreciated my sense of style! It was a pleasant surprise and made me reflect. Could there be something more to this? Combining my love for music and my passion for fashion, I took the leap and launched Alice’s Lips in 2020 with my partner Andrea. It was like bringing together the best of both worlds! 

The name is a nod to our Nirvana cover band days. Alice’s Lips is inspired by the iconic Nirvana cover of "Molly's Lips," paying homage to our musical roots and the spirit of alternative culture that fuels our brand. It’s amazing how a simple jam session can lead to something so meaningful.

Who do you make this clothing for?

Whether you're a rebel at heart, a free spirit, or someone who simply refuses to be boxed in by society's expectations, Alice’s Lips is for you. It's about celebrating diversity, embracing nonconformity, and letting your style speak volumes about who you are.

There’s certainly a lack of women in the alternative space, both making music and running businesses — and beyond the alternative space as well. What’s been the most challenging, and the most rewarding part, of running a female-powered brand?

The most challenging aspect of running a female-powered brand in the alternative space has been navigating the preconceived notions and stereotypes that often accompany the industry. Breaking through barriers and proving that women can be just as influential and successful in alternative music and business has been a continuous journey. Overcoming skepticism and carving out a space for ourselves in a traditionally male-dominated arena has certainly posed its challenges.

However, the most rewarding part has been the opportunity to inspire and empower other women. Seeing the impact of our brand on individuals who find strength and confidence in our clothing is incredibly fulfilling. Creating a community where women feel supported, celebrated, and represented is what drives us forward. Every milestone, every positive review, and every connection made along the way reaffirms our mission and reminds us of the importance of female representation in the alternative space and beyond.

What’s your favorite piece? 

It's hard to choose a favorite among all the amazing pieces we offer, but if I had to pick one, it would definitely be the "Can't Kick Me Down Cardigan." This cardigan holds a special place in my heart, not only because it's one of our most sought-after items but also because of its unique blend of style and comfort. What I love most is the soft grunge look created by the drop shoulders and subtle safety pins detailing, adding an edgy touch to any outfit.

Tell us about working with Avril Lavigne. How did that happen, and what was it like?

Working with Avril Lavigne has truly been a dream come true and a surreal experience for me. Avril has been my biggest inspiration since I was a kid, and I vividly remember plastering my room with giant posters of her and blasting her music nonstop. So, to have the opportunity to collaborate with someone who has played such a significant role in shaping my artistic journey is beyond words.

The whole experience has been incredibly overwhelming in the best possible way. From the initial contact to seeing our visions come to life, every moment has been filled with excitement and gratitude. Collaborating with Avril not only allowed me to work alongside one of my musical idols but also provided a platform to showcase our brand to a wider audience.

If you could dress anyone, who would it be?

Spoiler: Keep dressing Avril Lavigne. Collaborating with her was a dream come true, but there are many amazing artists in the industry that I’d love to collaborate with! From the fierce and edgy Taylor Momsen to the vibrant and eclectic Hayley Williams, dressing these iconic women would be an honor and a thrill. Their boldness, individuality, and fearless approach to fashion perfectly embody the spirit of our brand. Who knows what opportunities may come our way next? Whether it's dressing another iconic artist, collaborating with like-minded creatives, or pushing the boundaries of fashion even further, the future is full of endless potential and excitement.