Alas Eius (pronounced “al-as-eh-use”) is a Latin phrase meaning ‘her wings’ — a symbol of independence, confidence, and self-love. Founded in 2023 by Ashley Turchin, Alas Eius was born from burning desire to create a brand with purpose that uplifts and inspires.

Alas Eius offers thoughtfully designed wardrobe essentials and curated independent and luxury brands to make getting dressed effortless — even when it feels hard. As a women-owned and operated store, we champion versatile, timeless pieces — the workhorses of your wardrobe — designed to be styled countless ways for every part of life.

Our vision is to redefine style by blending intentional design with timeless fashion, offering a resource for style inspiration and wardrobe essentials that stand the test of time. We strive to build a community where style isn’t just about what you wear, but how you live and feel.

Ashley Turchin is an experienced business development professional with an entrepreneurial spirit and creative sensibilities. She founded her first fashion company in 2012. A multi-line retail store operating 3 locations in NYC, an in-house label with global sales to major department stores and a successful ecommerce business.

Ashley pivoted in 2019 to focus on starting a family while consulting for international fashion labels. In the spring of 2023, she launched Alas Eius, a brand that has quickly gained a devoted following among both new and longtime clients. Filling a gap in the market for a fashion-forward, sustainable shopping experience with a distinct NYC edge, Alas Eius has flourished in just two years. Today, the brand operates a flagship store in the Mosaic District, alongside a thriving e-commerce platform and engaged social media presence. With a best-selling in-house label and a growing community of loyal customers, Ashley has ambitious plans for the future, including expanding to additional locations.