Alala's "Alala Carte" program allows consumers to build their own tights.

Alala is taking a cue from Nike.

The activewear brand will today unveil a new service that allows consumers to build their own made-to-order tights at

“This market is getting more and more crowded — and it’s a way for people to make something that they had a hand in creating,” said Denise Lee, founder and chief executive officer, of the “Alala Carte” feature. Industry sources said the brand, which launched in 2014, could bring in $5 million in retail sales this year.

The feature will launch with Alala’s best-selling Captain Ankle Tight, a $110 pair of leggings with sheer mesh panels across the back of the knees.

Alala Carte is similar to Nike iD, which consumers use to choose colors for the various components of Nike shoes. For Alala, shoppers can select the color of the upper panel, the mesh insert and the lower panel. A monogram can also be added. As the consumer goes through the process, the image of the leggings will change to reflect their choices. Each pair retails for $185 and will take four weeks to receive once an order is placed.

To start, the colors will rotate seasonally and will always include a combination of neutrals with a few brighter colors that tie back to the brand’s current collection. That will help customers can build an outfit around their custom tight.

Lee hopes the service will help grow the brand’s online business.

And while the ceo said the company will continue to be driven by wholesale — it’s sold in about 100 doors globally from Foot Locker’s Six:02 to Bloomingdale’s in Dubai to Lane Crawford in Hong Kong and Shanghai — she would like the Web site to eventually make up 20 to 25 percent of the business.

“I want to expand the personalized offerings. It’s something we see great potential in, not only for leggings,” Lee said. “I would love to offer additional monogramming and roll it out to different styles.”