<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0202</schemaVersion>

    <documentType>4</documentType>

    <periodOfReport>2004-09-21</periodOfReport>

    <notSubjectToSection16>0</notSubjectToSection16>

    <issuer>
        <issuerCik>0001080359</issuerCik>
        <issuerName>ALLOY  INC</issuerName>
        <issuerTradingSymbol>ALOY</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001162627</rptOwnerCik>
            <rptOwnerName>MLF INVESTMENTS LLC</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>2401 WEST BAY DRIVE</rptOwnerStreet1>
            <rptOwnerStreet2>SUITE 124</rptOwnerStreet2>
            <rptOwnerCity>LARGO</rptOwnerCity>
            <rptOwnerState>FL</rptOwnerState>
            <rptOwnerZipCode>33770</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>1</isTenPercentOwner>
            <isOther>0</isOther>
        </reportingOwnerRelationship>
    </reportingOwner>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001003947</rptOwnerCik>
            <rptOwnerName>FESHBACH MATTHEW L</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>2401 WEST BAY DRIVE</rptOwnerStreet1>
            <rptOwnerStreet2>SUITE 124</rptOwnerStreet2>
            <rptOwnerCity>LARGO</rptOwnerCity>
            <rptOwnerState>FL</rptOwnerState>
            <rptOwnerZipCode>33770</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>1</isTenPercentOwner>
            <isOther>0</isOther>
        </reportingOwnerRelationship>
    </reportingOwner>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001276116</rptOwnerCik>
            <rptOwnerName>MLF CAPITAL MANAGEMENT LP</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>BANK OF BERMUDA (CAYMAN) LIMITED</rptOwnerStreet1>
            <rptOwnerStreet2>6 FRONT STREET</rptOwnerStreet2>
            <rptOwnerCity>HAMILTON HM11</rptOwnerCity>
            <rptOwnerState></rptOwnerState>
            <rptOwnerZipCode></rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>1</isTenPercentOwner>
            <isOther>0</isOther>
        </reportingOwnerRelationship>
    </reportingOwner>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001276095</rptOwnerCik>
            <rptOwnerName>MLF CAYMAN GP LTD</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>BANK OF BERMUDA (CAYMAN) LIMITED</rptOwnerStreet1>
            <rptOwnerStreet2>6 FRONT STREET</rptOwnerStreet2>
            <rptOwnerCity>HAMILTON HM11</rptOwnerCity>
            <rptOwnerState></rptOwnerState>
            <rptOwnerZipCode></rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>1</isTenPercentOwner>
            <isOther>0</isOther>
        </reportingOwnerRelationship>
    </reportingOwner>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001275883</rptOwnerCik>
            <rptOwnerName>MLF OFFSHORE PORTFOLIO CO LP</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>BANK OF BERMUDA (CAYMAN) LIMITED</rptOwnerStreet1>
            <rptOwnerStreet2>6 FRONT STREET</rptOwnerStreet2>
            <rptOwnerCity>HAMILTON HM11</rptOwnerCity>
            <rptOwnerState></rptOwnerState>
            <rptOwnerZipCode></rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>1</isTenPercentOwner>
            <isOther>0</isOther>
        </reportingOwnerRelationship>
    </reportingOwner>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001260441</rptOwnerCik>
            <rptOwnerName>MLF PARTNERS L P</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>2401 WEST BAY DRIVE</rptOwnerStreet1>
            <rptOwnerStreet2>SUITE 124</rptOwnerStreet2>
            <rptOwnerCity>LARGO</rptOwnerCity>
            <rptOwnerState>FL</rptOwnerState>
            <rptOwnerZipCode>33770</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>1</isTenPercentOwner>
            <isOther>0</isOther>
        </reportingOwnerRelationship>
    </reportingOwner>

    <nonDerivativeTable>
        <nonDerivativeTransaction>
            <securityTitle>
                <value>Common Stock, $.01 par value</value>
            </securityTitle>
            <transactionDate>
                <value>2004-09-21</value>
            </transactionDate>
            <deemedExecutionDate></deemedExecutionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>P</transactionCode>
                <equitySwapInvolved>0</equitySwapInvolved>
            </transactionCoding>
            <transactionAmounts>
                <transactionShares>
                    <value>15238</value>
                </transactionShares>
                <transactionPricePerShare>
                    <value>3.8184</value>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>A</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>1821017.00</value>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>I</value>
                    <footnoteId id="F1"/>
                </directOrIndirectOwnership>
                <natureOfOwnership>
                    <value>MLF Offshore</value>
                </natureOfOwnership>
            </ownershipNature>
        </nonDerivativeTransaction>
        <nonDerivativeTransaction>
            <securityTitle>
                <value>Common Stock, $.01 par value</value>
            </securityTitle>
            <transactionDate>
                <value>2004-09-21</value>
            </transactionDate>
            <deemedExecutionDate></deemedExecutionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>P</transactionCode>
                <equitySwapInvolved>0</equitySwapInvolved>
            </transactionCoding>
            <transactionAmounts>
                <transactionShares>
                    <value>16800</value>
                </transactionShares>
                <transactionPricePerShare>
                    <value>3.7011</value>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>A</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>1837817.00</value>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>I</value>
                    <footnoteId id="F1"/>
                </directOrIndirectOwnership>
                <natureOfOwnership>
                    <value>MLF Offshore</value>
                </natureOfOwnership>
            </ownershipNature>
        </nonDerivativeTransaction>
        <nonDerivativeTransaction>
            <securityTitle>
                <value>Common Stock, $.01 par value</value>
            </securityTitle>
            <transactionDate>
                <value>2004-09-22</value>
            </transactionDate>
            <deemedExecutionDate></deemedExecutionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>P</transactionCode>
                <equitySwapInvolved>0</equitySwapInvolved>
            </transactionCoding>
            <transactionAmounts>
                <transactionShares>
                    <value>26200</value>
                </transactionShares>
                <transactionPricePerShare>
                    <value>3.8162</value>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>A</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>1864017.00</value>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>I</value>
                    <footnoteId id="F1"/>
                </directOrIndirectOwnership>
                <natureOfOwnership>
                    <value>MLF Offshore</value>
                </natureOfOwnership>
            </ownershipNature>
        </nonDerivativeTransaction>
        <nonDerivativeTransaction>
            <securityTitle>
                <value>Common Stock, $.01 par value</value>
            </securityTitle>
            <transactionDate>
                <value>2004-09-21</value>
            </transactionDate>
            <deemedExecutionDate></deemedExecutionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>P</transactionCode>
                <equitySwapInvolved>0</equitySwapInvolved>
            </transactionCoding>
            <transactionAmounts>
                <transactionShares>
                    <value>15237</value>
                </transactionShares>
                <transactionPricePerShare>
                    <value>3.8184</value>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>A</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>5040671.00</value>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>I</value>
                    <footnoteId id="F2"/>
                </directOrIndirectOwnership>
                <natureOfOwnership>
                    <value>MLF Partners</value>
                </natureOfOwnership>
            </ownershipNature>
        </nonDerivativeTransaction>
    </nonDerivativeTable>

    <footnotes>
        <footnote id="F1">This report is jointly filed by MLF Investments, LLC (MLFI), Matthew L. Feshbach, MLF Partners, L.P. (MLFP), MLF Offshore Portfolio Company, L.P. (MLF Offshore), MLF Cayman GP, Ltd. (MLF Cayman), MLF Capital Management L.P. (MLF Capital).  MLFI and Mr. Feshbach are deemed to be 10% owners of the Issuer.  These securities are owned directly by MLF Offshore and owned indirectly by MLF Cayman by virtue of it being the general partner of MLF Offshore, by MLF Capital by virtue of it being the sole shareholder of MLF Cayman,  by MLFI by virtue of a management agreement with MLF Offshore and by Mr. Feshbach by virtue of his postion as the managing member of MLFI.  Each of MLFI, Mr. Feshbach, MLFP, MLF Cayman and MLF Capital disclaims beneficial ownership of the shares owned by MLFP except to the extent of their respective pecuniary interests therein.</footnote>
        <footnote id="F2">This report is jointly filed by MLF Investments, LLC (MLFI), Matthew L. Feshbach, MLF Partners, L.P. (MLFP), MLF Offshore Portfolio Company, L.P. (MLF Offshore), MLF Cayman GP, Ltd. (MLF Cayman), MLF Capital Management L.P. (MLF Capital).  MLFI, MLF Capital and Mr. Feshbach are deemed to be 10% owners of the Issuer.  These securities are owned directly by MLFP and owned indirectly by (i) MLF Capital by virtue of it being the general partner of MLFP, (ii) by MLFI by virtue of it being the investment advisor/manager of MLFP and (iii) by Mr. Feshbach by virtue of his postion as the managing member of MLFI.  Each of MLFI, Mr. Feshbach, MLF Offshore, MLF Cayman and MLF Capital disclaims beneficial ownership of the shares owned by MLFP except to the extent of their respective pecuniary interests therein.</footnote>
    </footnotes>

    <ownerSignature>
        <signatureName>By: MLF Investments, LLC, By: /s/ Matthew L. Feshbach, its managing member</signatureName>
        <signatureDate>2004-09-23</signatureDate>
    </ownerSignature>

    <ownerSignature>
        <signatureName>By: /s/ Matthew L. Feshbach</signatureName>
        <signatureDate>2004-09-23</signatureDate>
    </ownerSignature>

    <ownerSignature>
        <signatureName>By: MLF Capital Management, L.P., By: /s/ Matthew L. Feshbach, its president</signatureName>
        <signatureDate>2004-09-23</signatureDate>
    </ownerSignature>

    <ownerSignature>
        <signatureName>By: MLF Cayman G.P., Ltd., By: MLF Capital Management, L.P., its sole shareholder, By: /s/ Matthew L. Feshbach, its president</signatureName>
        <signatureDate>2004-09-23</signatureDate>
    </ownerSignature>

    <ownerSignature>
        <signatureName>By: MLF Offshore Portfolio COmpany, L.P., By: MLF Cayman GP, Ltd., its general partner, By: MLF Capital Management, L.P., its sole shareholder, By: /s/ Matthew L. Feshbach, its president</signatureName>
        <signatureDate>2004-09-23</signatureDate>
    </ownerSignature>

    <ownerSignature>
        <signatureName>By: MLF Partners, L.P., By: MLF Capital Management L.P., its general partner, By: /s/ Matthew L. Feshbach, its President</signatureName>
        <signatureDate>2004-09-23</signatureDate>
    </ownerSignature>
</ownershipDocument>

