Alternative Apparel Blog

Warm Wishes: Holiday 2011

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!):

October is Breast Cancer Awareness Month: Join Alternative and Make a Difference with What You Wear

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.

DIY with Alternative and Foam Magazine

Last weekend, our flagship store in Venice, CA hosted a DIY event with Foam magazine.  Shoppers and attendees had the opportunity to customize their favorite Alternative tee, tank or sweater working with blogger Aimme Santos of SwellMayde as well as Alternative's very own Design Director Lissa Zwahlen.  Free beverages were provided by Izze and a special acoustic set was performed by Vincenzo Barba of Hot Chicks on Pogo Sticks.


Aimee provided us with a step-by-step process to transform your tee (she used the Eco-Heather crew, but you can use whatever tee your heart desires!) into a stunning design with fringe and a custom pocket:

Why Alternative?

Make a Difference for the Cure: Alternative Raises Money and Awareness for Susan G. Komen For The Cure

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.

We’re asking our Alternative friends and family to join us in the fight against breast cancer and make a difference with what you wear. For every participating Pink Ribbon style purchased from now through December 31, 2011, Alternative will donate a percentage of the retail price to Susan G. Komen for the Cure®.

Remember, no effort is too small.

×Melissa Metcalf

The Alternative Apparel Café & Style Lab during 2011's SXSW

This past weekend, we crashed into Austin for SXSW 2011 and took over the legendary Moonshine Bar and Grill, transforming it into the Alternative Apparel Café.  The café was a three day event which provided a cool spot for performing artists, media folks and VIPs to enjoy some rest and relaxation, as well as lunch and drinks, including UV Vodka, Asahi beer, Zico coconut water and Cafe Bustelo coffee products.  Next to the café, we set up the Style Lab, where your favorite artists could browse through Alternative's spring collection and try on clothes to enhance their Austin street style.  VH1 and Karmaloop TV were also on site for some exclusive interviews during the event.  Moby, Chromeo, Toro Y Moi, Duran Duran, American Idol's Crystal Bowersox, Perez Hilton, Nicole Atkins, Acrylics, Fitz & The Tantrums, Oh Land, Linda Perry... well, that's just a short list.  If you want to see more photos from the event and see who else dropped by, check out our SXSW photo album on Facebook!

×Jarod Jones