About Alternative®

At the core of Alternative is creativity and passion.  Designs begin with an inspiration, materialize into conceptual sketches, and evolve into a garment that finds its true meaning with the individual who wears it.  Alternative believes in inherent self-expression as an integral force in the global community, and has been challenging the concepts of fashion since 1996.  Founder Greg Alterman’s dedication to creating the perfect t-shirt has since grown into one of today’s hottest lifestyle brands, offering premium fashion statements inspired by and created for free-thinking people everywhere. 
 
Known for perfectly fusing classic comfort with modern sophistication and style, Alternative is widely recognized for super-soft, high-quality fabrics, innovative wash treatments and attention to detail.   In 2007, the company introduced Alternative Earth, featuring a collection of 100% organic cotton shirts and eco-friendly loungewear manufactured with organic and recycled poly, and naturally occurring rayon fibers. 
 
Alternative distributes products for men, women and babies/toddlers across the U.S. and abroad, including Germany, Australia, Japan, and the United Kingdom.  The company’s corporate headquarters are located in Atlanta, Georgia, with showrooms in Los Angeles and New York.  For more, visit www.alternativeapparel.com.