Alternative Apparel Blog

Season of Change: Fall 2011 Runway Show

Earlier this week, we unveiled our new fall collection in a presentation at Palihouse in West Hollywood. Inspired by natural elements, the event showcased our latest head-to-toe looks for fall 2011, including organic bags, cozy outerwear and chunky sweater knits in autumnal hues, organic prints and weathered washes. The show also featured a performance by L.A.’s Silverlake Chorus and music by DJ Donovan Leitch. Alternative fans Sara Paxton, Jesse Metcalfe, Brooke Nevin, Elizabeth Chambers, Grey Damon, Hunter Parrish, Traver Rains, Grant Bowler, Avo Yermagyan, Rachel Smith and Maya Cluchey turned out to show their support and catch a glimpse of our latest goods. Stay tuned for more on the fall collection, launching this August!

×Melissa Metcalf

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.

'Tis the Season for Style

 
We're bringing you tidings of comfort and joy, just in time for the gift-giving season! Today, we're launching our latest collection for Holiday 2010, featuring plush scarves, cozy thermals, festive outerwear and more. Here's what Alternative founder and Chief Creative Officer Greg Alterman had to say about the new collection: "I wanted to develop a series of complimentary pieces for a sophisticated, layered look that would convey the warmth and comfort of the holiday season."

Watch "Comfort Me," the Holiday 2010 video, for a behind-the-scenes look at our brand new styles for women and men. Filmed at LA's historic landmark hotel, The Alexandria, the video captures the nostalgic, vintage-inspired look and feel of the holiday collection. Plus, check out the Holiday Shopping Guide for this season's top trends and gift-giving favorites.

 

×Melissa Metcalf

Burnout Fleece: Fall's Brand New Cozy-Chic

 
This season, we've taken the same authentic weathering and perfectly worn look and feel of our beloved burnout fabric and combined it with the warmth and softness of fleece. The result is Burnout Fleece, a warmer, cozier burnout blend perfect for fall and winter that's available in hoodies, bottoms, sweaters, scarves and more. To get the full scoop, check out the Burnout Fleece video featuring Alternative's Product Design & Development Manager Tiffani Williams and learn more about our latest and greatest innovation.

Shop Alternative's Burnout Fleece for Women and Men.

×Melissa Metcalf

FALL TWENTY TEN PREVIEW

Dust is the new black! This fall, Alternative is introducing an eclectic collection of nostalgic pieces with a modern twist. Inspired by Dust Bowl-era Americana and its wonderfully timeless workwear, the Fall Twenty Ten collection captures the sophisticated minimalism and enduring optimism of a bygone era. Modest detailing and muted colors mix with delicate florals and robust stripes for an array of fashionably understated styles finished with Alternative’s signature vintage softness—a nod to the well-loved, well-worn clothing of our past.

Our Fall Twenty Ten launch is just a round the corner, but for now you can shop a selection of new arrivals for the season, preview the Fall Lookbook and check out our Fall Video. Click here to take a sneak peek.

×Melissa Metcalf