Alternative
United States
Alternative, known as Alternative Apparel, is a US basics brand founded in 1996 by Greg Alterman as a distributor of high-quality blank T-shirts. Corporate headquarters are in Atlanta, with a design studio in Los Angeles.
| Origin | United States |
|---|---|
| Founded | 1996 |
| Founder | Greg Alterman |
| Headquarters | Atlanta, Georgia, with a design studio in Los Angeles |
What is Alternative?
Alternative, sold under the name Alternative Apparel, is a US basics and blanks brand. Industry press says Greg Alterman founded it in 1996, and a brand biography describes the start as a distribution company that would stock only high quality blank T-shirts.
Products and positioning
The range covers blank T-shirts, thermals, hoodies, tank tops, women's dresses and hats, including baseball caps and beanies. The positioning is vintage-inspired softness and fit, with premium-quality blanks for custom printing and fashion-forward variations. The Alternative Earth line, launched in 2007, uses organic cotton, recycled polymers and low-impact dyes.
Distribution
The brand's customers grew from embellishers buying blanks to retailers stocking them for retail sale, and the company expanded into retail itself. The biography places corporate headquarters in Atlanta, Georgia, with the design studio and flagship stores in Los Angeles. Apparel News reported that the business had grown to a 74 million US dollar enterprise before Alterman left in early 2013.
Frequently asked questions
Who founded Alternative Apparel?
Greg Alterman founded Alternative Apparel in 1996 as a distributor of blank T-shirts.
What does Alternative Apparel sell?
It sells blank T-shirts, thermals, hoodies, tank tops, women's dresses and hats.