Alternative has been challenging the concepts of fashion since 1995, when Founder and Chief Creative Officer Greg Alterman set out to create the perfect t-shirt—one designed for fashion, made for comfort, and tailored for a flawless fit. Today, Alternative has elevated the tee from casual basic to fashion-forward staple, simultaneously broadening its horizons to offer a complete collection of ready-to-wear clothing and accessories, including an eco-friendly line of sustainable apparel, Alternative Earth.
As a lifestyle apparel brand at the forefront of the fashion industry, Alternative exists to inspire authenticity and comfort—both inside and out. Our mission is about more than just designing clothes that look and feel great: we want our unique community of wearers and supporters to feel comfortable in their own skin, laying the groundwork to inspire others and make a difference with how you live—and what you wear.
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