About Alternative
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.
Alternative creates apparel and accessories for men, women, babies and toddlers across the United States and abroad, including Canada, Italy, Germany, Australia, Japan, and the United Kingdom. The company is headquartered in Atlanta with showrooms in Los Angeles and New York.
The Perfect Crew
Men’s slim fit s/s crew. A customer favorite for fit and feel!
• 40’s 100% Pima Cotton
• Piece dyed, satin garment washed for a super soft hand
Destroyed Tee
Men’s regular-fit s/s solid destroyed tee. Collar, sleeve and bottom hems are grinded with a special machine to create a uniquely worn and deconstructed look.
• 40’s 100% Cotton Jersey
• Garment dyed and washed for a super soft hand
Burnout Tee
Men’s regular fit s/s burnout tee. Burnout fabric is put through an extensive process to reveal years of authentic weathering and a cozy vintage worn-in feel, so no two shirts are exactly the same.
• 30’s Burnout: 50% Cotton, 50% Polyester
• Garment dyed for a super soft hand
The Perfect V-Neck
Men’s regular-fit short-sleeve heather v-neck tee set in 1×1 rib mitered v neck. Blind stitch on sleeves and bottom hem.
• 40’s 100% Heathered Pima Cotton
• Yarn dyed, fabric washed
The Rocky Eco-Fleece Zip Hoodie
Unisex regular fit l/s zip hoodie with kangaroo front pocket. Natural color zipper tape, nickel zipper, and shoestring hood ties give this classic item retro appeal. Wintertime just got a whole lot cozier!
• Eco-Fleece: 50% polyester (6.25% recycled), 46% cotton (6.25% organic), 4% naturally occurring rayon
• Low-impact yarn dyed; enzyme fabric washed for a super soft hand
• Resilient fabric