On a sunny July morning, Kelly Farley became displeased with the fit of a white lace tank top she designed. Instead of discarding the garment, she cut open the back and added some intricate embroidery — in the form of a sugar skull. Her unusual take on a classic piece was later highlighted by leading fashion blogs and emerged as a touchstone of contemporary style. Within months, Aly & Joshua skull tanks were being sought after by discerning buyers, spotted everywhere from Los Angeles, Aruba, and New Zealand to the unmistakably stylish streets of New York.
Like many small businesses, Aly & Joshua began modestly: seven pieces with an Etsy shop. Previously a junior designer for two established clothing and skate brands, Kelly had turned down a lead denim position to welcome her son Joshua David in 2006. Becoming a stay-at-home mother unfolded into one of her most inspirational chapters.
By the time Alison Adonia was born six years later, Alyandjoshua.com had released its first summer dress designs (composed of premium cotton) under its eponymous label, also stocking licensed 1970s and 80s rock band t-shirts from the beloved American brand Junk Food Clothing. The latter remains a staple in the windows of the Purdy Avenue store, where you will find limited edition t-shirts featuring Elvis Presley, Creedence Clearwater Revival and Black Sabbath, amongst many others. An even rarer find: A 1960s vintage Grateful Dead tee Kelly repurposed into a sleeveless top with intricate burlap trim, recently sold to one of the many music enthusiasts in Westchester County.
Aly & Joshua-branded merchandise has never been factory produced. Its avant-garde aesthetic caught the eye of Manhattan investors, but Kelly refused to compromise on creative control and detail. Once deemed “too ethical” for avoiding overseas factories, Aly & Joshua evolved into a mildly rebellious, albeit thoughtful, fashion brand. Vegan “leather” skirts and backpacks with turquoise stones are bestsellers at the Rye location. A stunning Aztec-printed nylon backpack by Wrangler doubles as a day trip essential or diaper bag.
Opening a brick-and-mortar just off Purchase Street meant honoring Rye’s roots while carving out a place for the Aly & Joshua identity. With demand for exclusive designs rivaling mass-market names, the in-store aesthetic has softened: fluid wrap skirts, sweaters with pearl trim, and polished yet practical slacks. Sold-out flannel shackets return this year, alongside collegiate-inspired exclusives like preppy “Rye” sweaters that have been crocheted in Westchester.
Aly & Josh Kids is rolling out new styles of organic cotton sweaters, rompers, and playsuits for newborns to size 3T, expanding to sizes 4–10 later this month due to local demand. For young adults, brands like Beach Riot and Boys Lie return in small batches, reflecting the boutique’s mission of prioritizing U.S.-based companies.
At this eclectic Rye boutique, a pleasant surprise – or two – is always just around the corner. For more information, visit www.alyandjoshua.com.
