Alternative Apparel
Hanesbrands (acquired 2017, later status unverified) · United States
Alternative Apparel is an American casualwear brand founded in 1995 by Greg Alterman and known for soft T-shirts and fleece. Hanesbrands agreed to acquire it in 2017 in a deal reported at 60 million US dollars. Later ownership changes could not be verified.
| Founded | 1995 |
|---|---|
| Founder | Greg Alterman |
| Headquarters | Norcross, Georgia, United States (as of 2017) |
| Acquirer | Hanesbrands, 2017 |
| Segment | Denim and casualwear |
| Website | alternativeapparel.com |
What is Alternative Apparel?
Alternative Apparel is an American basics and casualwear brand. The Atlanta Journal-Constitution reported that it was started in 1995 by Greg Alterman, who began by selling caps and T-shirts from his car. It designs its own T-shirts, fleece and other tops and bottoms.
History
The company grew from that small start into a nationally distributed brand. In October 2017 the AJC reported that Hanesbrands would acquire it in a deal valued at 60 million US dollars. The article said the company then ran a 130,000 square foot distribution centre in Norcross, Georgia, and that chief executive Evan Toporek would continue to lead the business from there.
Products and positioning
Alternative sits in the mid-market tier of casual basics, with a focus on soft fabrics and washes. Notable lines named in the report include:
- Burnout Tees: lightweight, soft T-shirts
- Alternative Earth: an eco-friendly collection
- Fleece, tops and bottoms in a range of casual styles
Business model and distribution
Alternative was reported to sell through wholesale, retail, online and direct-to-consumer channels. Its current website, which also promotes a separate brand called tiger tiger aimed at modern creatives, offers women's and men's shopping sections and seasonal promotions. Store counts and revenue are not given in the sources consulted.
Ownership
The 2017 acquisition by Hanesbrands is the last ownership event confirmed in a fetched source. Hanesbrands itself has been the subject of significant corporate activity since, and the later status of Alternative Apparel within or outside that group could not be verified for this profile.
Why it matters
Alternative Apparel shows how a founder-led basics brand can be absorbed into a large apparel group while keeping its own brand identity, and how sustainability-labelled capsules such as Alternative Earth are used to differentiate in a crowded T-shirt market.
Frequently asked questions
Who owns Alternative Apparel?
Hanesbrands agreed to acquire Alternative Apparel in 2017 in a deal reported at 60 million US dollars. Any later change in ownership could not be verified.
Where is Alternative Apparel from?
It is an American brand, founded in 1995 by Greg Alterman and reported in 2017 to be based in Norcross, Georgia.