Alternative: A Lunchtime Pictorial by Erin Barajas
Alternative Apparel fetted its first-ever store last week with a starlet-magnet party, but before those ladies showed up, the brand threw fashion editors and journalists a bone with a peek into the store and a yummy lunch.
The store is both pretty and rugged. Deconstructed beds and cribs are reworked into display and organic elements, like tree branches and wood, work well against exposed beams and manly stuff like rusty nails.
T-shirts from Alternative’s “Eco” collection
T-shirts to raise funds for Japan
It was hot and sunny. Hats were a popular choice.
Greg Alterman, Alternative’s founder and chief creative officer, proved his creativity by turning a goodie bag into a hat.
Alterman said Alternative had tried out retail in 2008 with a few cool pop-up stores. “But then you remember what happened in late 2008,” he said. The world ended. Thanks for reminding us, dude. Also, at the time Alternative was mainly a T-shirt brand. Now, the brand has everything from chinos and woven shirts to handbags and military jackets. “It makes more sense for us now,” Alterman said. The brand is also considering adding new categories. All the better to fill a store with!
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