Brand Profile: Alternative

The “Don” long-sleeve henley in Vintage Black, $42

For quality basics, we’ve been huge fans of Alternative apparel for a while'note, “Alternative” apparel not “American.” No disrespect to Dov and his harem of barely-legals, but Alternative is just that: a great alternative to the glut of similar lines on the market. Your girl already knows about Alternative’s awesome (and sheer) Burnout T-shirts, but you too should be up on the brand’s selection for men'everything from butter-soft tees, hoodies and henleys to the Alternative Earth eco-friendly line, all with innovative washes and great attention to detail. Ordering from Alternative’s web site is fast and easy and everything is affordable.

It may seem like a best kept secret now, but Alternative has actually been around since 1996; it was founded by Greg Alterman, who also serves as the brand’s creative director. We talked with Greg about his inspirations and what lies ahead for his brand. See our interview and more pics from the Alternative line below…


Alternative founder Greg Alterman

What inspired you to start Alternative?
I was in search of that favorite basic t-shirt'the one that was worn in and fit just right, and I could wear over and over without getting tired of it. When I couldn't find the perfect t-shirt I wanted anywhere, I set out to make it myself.

In what ways do you differentiate yourself as a brand and designer?
A lot of people are trying to do what we do, but we feel like our collections and corporate philosophy make us unique. When we first started, there were more comparisons made than there are now…we’ve grown a lot and have established our own distinctive look and feel as a brand. We use high-quality fabrications and innovative wash treatments, we’re known for our attention to fit and detail, and we’re continuing to enhance our product development. We are a community of what we call “free-thinkers” because we’re made up of and inspired by creative people'emerging artists, designers, musicians, writers, actors, etc…..the people you see on our web site, in our magalogs and ads.

Eco-Heather Crew in Eco-Red, $24

Organic cotton and eco-friendly clothing has become trendy, but Alternative seems to be at the forefront of it all with the launch of Alternative Earth last year. How did the new collection come about, and what separates your eco-friendly apparel from others?
As we’ve grown as a company, our responsibility to do our part for the environment has become more and more important'in terms of offering an eco-friendly collection, as well as implementing beneficial business practices, like office-wide recycling and packaging, printing our magalogs and other materials on recycled paper, that sort of thing. The Alternative Earth collection was born out of the notion that if everyone does their part, we can collectively make a big impact. So, with Alternative Earth, we look to inspire people to make a difference with what they wear. What separates our line from others is that it feels great and is also extremely versatile, combining comfort and style with our signature super soft organic and eco-friendly materials in tops and bottoms for men and women.

We just heard about your newest women’s collection, Alternative Orange Label. Will there be a similar collection for the guys?
We are always looking for ways to expand, so additional categories and growth opportunities are certainly being discussed. A lot of people have been asking about Orange Label for men'it is definitely something we’re considering.

The “Limited Addition” store in Santa Monica

In August of this year, Alternative’s “Candy Dandy”-themed installation launched as part of a collaboration project called “15 Minutes” at Fred Segal Flair in Santa Monica. How was this retail experience unique?
The 15 MINUTES concept offered a blank canvas for us to work from. The experience was part retail and part cultural, featuring over 60 Alternative styles and 15 original paintings and exclusive tees by a local artist, Matt Sohl. It gave us the opportunity to work with a great retailer and merchandise an installation that was collaborative and new. We just launched the next phase of our mobile retail program, “Limited Addition.” We’ve opened two short-term installations in Santa Monica and Hollywood in November, and there will be more of these hot spots launching next year.

In today’s economic climate, do you feel that versatile, accessible brands like Alternative can flourish?
Of course! It’s about offering great quality and style at a reasonable price. Our versatility and in-stock inventory model allow us to be flexible and quick on our feet.

Looking ahead, what trends do you foresee in menswear? What trend would you like to see go away?
Nighttime style with daytime laidback comfort. Men continuing to choose polished, well made pieces and mixing with classics — the high/lo trend that women have made so popular. As for trends I’d like to disappear'high-waisted jeans and cowboy boots. Definitely.