It started with a trip to Palm Springs...
One sunny day last summer, we went out looking for inspiration deep in the California deserts. We scratched down a short punch-list, grabbed a bunch of cameras and mapped our pathway. We found that the gritty, honest aesthetic of Palm Springs was our creative canvas for our spring 2012 collection.
With the year coming to a close, we wanted to give our community a quick look into the past with our hand-picked list of the top 11 best Alternative moments of 2011. From fashion shows and events to charity partnerships and grand openings, these are our most memorable moments of the year.
11. Earlier this month, we launched our Abbot Kinney store’s T-Shirt Recycling Program benefiting Upward Bound House in efforts to eliminate homelessness in California.
10. In March, our PR team went on the road to Austin, Texas for SXSW to promote the brand and share in all the fun. We hosted the Alternative Lounge and served as the go-to spot for VH1 interviews with popular artists like Foster the People, Duran Duran, Dirty Vegas and Moby.
9. In April, we introduced a year-long partnership with Susan G. Komen for the Cure and designed the Alternative Pink Ribbon collection which gives 10% of retail price to benefit breast cancer with a minimum $25,000 donation.
During the season of giving, we'd like to highlight a Santa Monica non-profit organization that really adds true meaning to the word giving. California’s Upward Bound House gives shelter and provides necessary supplies like clothing to homeless families with children. Their mission is to help eliminate homelessness aby providing these families in need with housing, support and encouragement to get back on their feet.
To support this worthy cause, we launched a T-Shirt Recycling Program benefitting Upward Bound House. This holiday season, we'd like to welcome all LA-area shoppers into our flagship Abbot Kinney store to donate gently used t-shirts in exchange for 15% off any Alternative item for each shirt you donate, up to two items per visit. The program will run through the holiday season until January 31, 2012 and all collected clothing will be given to Upward Bound House.
Continue reading "Make a Difference with Upward Bound House" »
Whether dressing up for a friend's holiday party or sitting by the fire with family, the holidays are all about comfort, joy and spending time with loved ones. From so-soft fleece and cozy thermals to party-ready dresses and colorful sweaters, our holiday 2011 collection Warm Wishes features festive attire for any occasion, every day of the season. Check out the video:
And don't forget to check out our special holiday photo album (when you land on the gift guide page, click "Holiday Photo Album" in the menu on the left for the pop-up!):
At Alternative, we believe that every effort is crucial—there is no act to small. That’s why we’ve partnered with the global leader of the breast cancer movement and introduced our Pink Ribbon Collection, featuring bestselling tees, tanks, dresses, hoodies and more.
This October for Breast Cancer Awareness month, we’re asking our Alternative friends and family to join us in the fight and make a difference with what you wear. For every participating Pink Ribbon style you purchase, Alternative will donate 10% of the retail price to Susan G. Komen for the Cure®.
With your help, we’re working to put an end to breast cancer—forever. Remember, no effort is too small.
