Alternative Apparel Blog

Surfers Healing

When Israel and Danielle Paskowitz’s second child, Isaiah, was diagnosed with autism at age three, the couple began searching for ways to help their young son cope with the sensory overload that often accompanies simple everyday sensations. Israel, known as Izzy, soon realized that Isaiah’s uncontrollable outbursts were mitigated when he spent time in the ocean. The incredibly calming effect that the waves had on his autistic son urged Izzy to teach Isaiah to surf—by putting him on the front of his long board while Izzy paddled and steered from the back.

Spring Fever

The holidays are over, the snow is melting, and we’re sick of wearing sweaters, big bulky jackets and sad dark colors. Show us the sun! At Alternative, we’re gearing up for the new season with bright colors, light silky fabrics and cool, laid- silhouettes. Here’s a look at the top spring 2011 trends on our list.

A POP OF COLOR

We love this crazy saturated bright poppy color that has painted the runway for spring.  This hue instantly makes your look fresh and bold. This color looks best paired with very neutral accessories. Let the brightest piece of your outfit speak for itself.

Shop the Trend: Women’s Molly Heather Burnout Crop Tee in Fuchsia Heather; Women’s Eco-Heather Racer Maxi Dress

Live Large, Pack Light: New Spring Accessories Are Here!

If you haven't noticed, we're really excited with our new accessories, a key part of our Spring 2011 line.  We've been talking them up for a few months now, and we're pleased to announce that select styles are now available online!  Get these fantastic new bags before they're gone, and don't forget to check back soon; we'll continued to add new styles over the next few months.

Check out our awesome new accessories video, featuring music from Sonny & The Sunsets:


For more info on our new line, read our interview with our Accessories Designer, Mollie Culligan.

New Logo! New Brand Design! And Our New Campaign for Spring 2011

We've started the new year with a new logo and a fresh new design scheme for our brand, which you've probably already noticed throughout our website and our blog.  You may be asking, "What does this mean?  Are you going to make the same clothes?  Are you a different company?"  Fear not!  We're still the same Alternative you know and love, devoted to making fashionable and ultra comfortable clothing that's become a cornerstone of your wardrobe, whether you're dressing up or lounging around.  We decided to adopt a new logo and new brand design because we wanted something that was more "us" - a logo and design that reflects our commitment to comfort, our appreciation for detail and craftsmanship, and our love for our unique community of authentic, creative individuals.

For more info, click here for a peek at our new logo and what it stands for.

You can see further details of our new brand design in our new campaign video for our Spring 2011 collection:


Can't wait for Spring?  You're in luck: pieces from our new Spring line our now available in our online store for women and for men.

Gentlemen's Style File: James Caan

Get the look:


×Roxana Altamirano, reposted from Nerd Boyfriend