“Fashion, to me, has always been like putting on a costume,” Alice Wang shared in a recent conversation. “Early on, it was about embracing femininity and traditional ideas of girlhood. Growing up with immigrant parents from Taiwan, I often felt like an outsider trying to fit in.”
Ironically, or perhaps perfectly in line with life’s unexpected turns, Wang is the mind behind Uniforme, a clothing line centered around fundamental, seasonless pieces rooted in classic designs and, notably, menswear influences. In today’s market, where simple, well-crafted garments often come with a hefty price tag, UNIFORME distinguishes itself by offering T-shirts, shorts, skirts, pants, and wraps directly to consumers, making them significantly more affordable than typical retail prices.
“Men tend to shop with a focus on silhouettes that work for them and invest in quality within those pieces.”
Just last month, Wang hosted a UNIFORME pop-up in Williamsburg, giving people a firsthand look at the allure of a minimal, interchangeable, easy-care, and enduring wardrobe—the kind of ageless style championed by icons like Joan Didion and Steve Jobs, figures synonymous with their personal “uniforms.”
“I wanted to avoid that feeling of having ‘too many clothes and nothing to wear’,” Wang explained. “My goal was for every piece in my wardrobe to have a purpose.”
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Alice Wang, founder of UNIFORME, embodies the brand’s minimalist ethos in a stylish, understated ensemble.
Wang’s own style transformation began with cinema—specifically, a VHS tape she watched at age 13. Navigating feelings of being an outsider, she found resonance with the main character of Todd Solondz’s Welcome To The Dollhouse, another middle schooler struggling to belong. “There’s a scene right at the beginning, in a bathroom, where she’s being bullied,” Wang recalls. “She asks, ‘Why do you hate me?’ and the bully responds, ‘because you’re ugly.'” This scene resonated deeply. “It was a dark comedy, but a really uncomfortable, relatable experience.”
While the film highlighted the often harsh focus on appearances, Wang found a different kind of appeal on the VHS cover itself. “I was drawn to the film because of its colors and the title which was designed with cool cut-out magazine letters, like a ransom note,” Wang described. “The girl on the cover wore a brightly colored outfit, and it had this miniature, dollhouse-like quality,” which fascinated her. Instinctively, she knew, “I have to see this movie.”
It marked her introduction to independent film—something distinct from the mainstream and conventional imagery of her suburban surroundings. “That film sparked my desire to define my own identity.”
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UNIFORME’s collection showcases versatile and timeless pieces like the classic white shirt and tailored trousers, essential components of a modern uniform.
Inspired by this, she began to envision characters she wanted to emulate and took note of brands she admired. Comme des Garçons was a favorite; the first look she imagined for herself she dubbed “Angry Ghost.” “I wanted to project power and command attention in a way I didn’t naturally feel,” Wang said. “It was a way to maintain a safe distance while still being visually impactful.”
Later, Wang’s career path led her to become an assistant to Ian Schrager, the renowned New York hotelier and co-founder of Studio 54. “The whole concept of the lobby bar scene in the city”—familiar to us today through boutique hotels like The Wythe and The Ace—”before him, a hotel cultural center wasn’t really a cool concept.” Schrager revolutionized these social hubs, creating modern, vibrant spaces with interiors reminiscent of film sets, as seen in hotels like The Mondrian and The Gramercy.
Immersed in this dynamic environment, Wang found herself dreaming of dressing like “a powerful businesswoman.” “I aspired to be a mogul, to build a company,” she admitted. Yet, she observed a contrasting trend: “Everyone around me was gravitating towards jeans and T-shirts.” Perhaps, she considered, a more understated approach was the way to go.
This shift in perspective led her to explore menswear. Online forums like Ask Andy About Clothes, which offered in-depth discussions on traditional masculine attire, from suits to denim, streetwear, and shirts, became her regular read. “They would discuss everything from collar shapes to stitches per inch, ticking, and fabric,” Wang explained. “That deep dive into detail really inspired me to invest in the nuances of design. I felt a strong urge to create something, blending both creative and business elements.”
Driven by the goal of creating streamlined, meticulously tailored garments, she conducted market research. Where could one find a high-quality, basic T-shirt or button-down shirt that didn’t exceed $200? The answer was largely: nowhere. Affordable options often prioritized trends over enduring design. Wang, conversely, envisioned her clothing to last a decade, evolving and improving with each wash. To make this vision of accessible quality a reality, Wang realized she needed to eliminate the traditional retail markup. The direct-to-consumer model was the clear solution.
“I wanted to avoid that feeling of having ‘too many clothes and nothing to wear.'”
Unlike many fashion labels that release up to four collections annually, UNIFORME operates outside the conventional fashion calendar. Launching initially with “an interpretation” of the essential white shirt, shorts, and pants, UNIFORME introduced a new color palette in September. A sophisticated high-waisted skirt is set to debut soon, and Wang is also “testing the waters” with a cashmere throw, with dresses planned for the future.
The girl who once sought to embody a conventional feminine ideal has indeed come a significant distance. “Men tend to shop with a focus on silhouettes that work for them and invest in quality within those pieces,” Wang observed, referencing, for example, the upcoming high-waisted skirt that had already caught my eye online. I immediately imagined its versatility, easily dressed up or down. “The ultimate vision is to create a brand that offers a complete collection of simple, versatile, high-quality pieces, relying on exceptional fabrics and superior construction,” Wang summarized.
Considering she recently celebrated her 30th birthday, Wang has ample time to realize this vision and further expand UNIFORME’s offerings. ♦
