Alternative Apparel Blog

Alternative's Best of 2011

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.

Oasis of Color: Alternative's Spring 2012 Collection at LA Fashion Week

 
What a week! While our website saw the launch of our new holiday collection with soft, cozy pieces for the winter ahead, our spring 2012 collection was hitting the runway during LA Fashion Week! The collection, entitled Oasis of Color, features sun-bleached desert washes, bold prints and a vibrant color palette, landscape of California’s Palm Springs desert. Looks were modeled for both women and men at Vibiana, a renovated cathedral in the heart of downtown Los Angeles. The runway show was styled by Ilaria Urbinati and featured additional products by Soludos espadrilles and Pennyroyal jewelry; hair was done by Warren Tricomi & make-up by Napoleon Perdis.  Guests at the show were also treat to a live music performance by the incredibly talented and super soulful singer-songwriter Ry Cuming.

Above: Highlights from the show including interview with Alternative's Founder Greg Alterman and Design Director Lissa Zwahlen.  Below: Full runway show.

 

Alternative at Mercedes-Benz Fashion Week 2011

Alternative was delighted to once again serve as the official t-shirt sponsor for one of the fashion industry's top events: Mercedes-Benz Fashion Week in New York!  During the event, volunteers and workers wore specially designed Fashion Week tees that were printed on Alternative's own super soft apparel.  But we didn't stop there!  In and out of top designers' Spring 2012 runway collections, our PR Director Molly Raney caught some Fashion Week attendees wearing their own favorite Alternative pieces in the shows and on the streets.

Reworked Collection

Last week, we unveiled our new Reworked Collection, featuring limited-edition Alternative pieces, reconstructed and repurposed with hand-crafted vintage accents by Reworked Goods. Available exclusively at our Abbot Kinney flagship store in Venice, CA, each specially designed style has been detailed with mid-century guitar straps from the 1950s and 1960s to give our signature vintage-soft clothes and accessories a truly Alternative edge.

Sustainable Swimwear: Greenlines Boardshorts

As you gear up this summer with the perfect swim trunks, why not opt for a stylish suit with eco-friendly appeal? After searching for the just the right pair of boardshorts and coming up empty handed, brothers Sam and Jerry Delaney decided to build their own swim brand business: Greenlines Boardshorts.

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: