Our story is about love. It’s a feeling that rises inside you, takes hold and drives you to do crazy things.

The year was 2008. We were living and working in New York City, feeding off its contagious energy. The pace was fast, and we were working 24/7. In the few hours we had to ourselves, we were always dreaming—dreaming of how someday, we’d become business partners and create a meaningful business that fulfilled us creatively yet gave us the freedom to build our lives on our own terms. Then, the financial crisis hit NYC.

The time was uncertain; but we never felt more clarity. We were supposed to feel scared. We weren't.

The mood was dark yet somehow the uncertainty around us only strengthened our commitment to Building something together that would grow, thrive, and infuse positivity into an otherwise challenging time. We were never afraid of hard work. We were never intimidated by a challenge. We always wanted more!

We were both passionate about fashion. We wanted to create clothes that made us feel as good on the outside as we felt on the inside. We wanted our lives and work to explode with color. We wanted something that was ours, but that we could share with everyone around us.

Generation Love was born—a modern contemporary women’s fashion collection full of beautiful, thoughtfully crafted pieces that are simple and wearable yet have the power to make a woman feel Instantly pretty, powerful and transformed.

Love is positive. It can’t be contained. It’s an overflowing of desire and passion that yearns to break free and gives you the confidence to take on the world.

Who doesn’t want love?

Love. Life. Fashion.

XOXO Roni Hirshberg and Audrey Bressa

Derived from a sense of romanticism and juxtaposition of elements, Ally Groedel launched her namesake line, ALLISON. The Manhattan-based label effortlessly marries a sense of elevated bohemian ease and downtown cool, resulting in items that draw their romance from the woman wearing them.

A fusion of feminine silhouettes and wear-anywhere separates lend a collected, globetrotter feel to Ally’s designs. The airy pieces will transport you to the beach – adorned in prints derived from vintage textiles – each collection embraces unexpected details.

Sourced and produced worldwide with an emphasis on artisanal process, Ally is constantly looking to the far-flung destinations she frequents to build upon inspiration and depth within the brand.

Celebrated and coveted amongst many – you can find ALLISON at better department stores and specialty boutiques worldwide.