About Us


LOVE ALICE is an online destination selling preowned designer fashion. We believe style doesn’t have to cost the planet — sustainability is at the heart of our story.

We know the world is full of beautiful, unworn clothes crying out for a new home, and it’s our job to find them. 

Have you ever walked into a shop stacked high with stock, or spent hours scrolling through website after website only to leave feeling totally overwhelmed?

We want to turn mindless scrolling into mindful shopping, gently navigating you through our treasure trove of pre-loved fashion.

A word from our founder Alice de Muller:

I am passionate about vintage, second hand fashion and the circular economy, and have always believed that there is a very different way to sell this kind of clothing. One that is not reliant on people at home doing the lion's share of the work with regards to customer care and shipping. 

I felt there was a gap in the market for a different kind of retailer, one who would own the stock outright, and therefore be able to control its journey right from source.

I wanted to marry the purchase of second hand clothing with all the perks of buying new. To feel that the ownership of something used did not require any kind of compromise with regards to the experience following sale.

That is why I created LOVE ALICE: for all the thrift lovers like me who perhaps do not have time to hunt, but still want to buy fabulous clothes; a site that brings back a touch of luxury to the process of shopping pre-owned, whilst also helping the environment.

Our customers are as passionate about the circular economy as we are, because if everyone wore a preloved item on Christmas Day this year the C02 emissions saved would be equivalent to taking 56 million cars off the road for a day. 

That's why we scour the UK for the best fashion.
Because we love clothes, 
We love our customers,
But we also need our planet.

- Alice de Muller