-
Leading Lifestyle Apparel Brand Greets the Season with Comfort and Joy
Atlanta, GA – August 24, 2010 – Alternative Apparel, the industry-leading fashion basics brand
known for its quality craftsmanship and signature vintage softness, today
announced the launch of its latest collection of lifestyle clothing and
accessories for the holidays. This September, Alternative is introducing an
array of comfort-centric fabrications and fashion-forward styles perfect for
the gift-giving season, including plush scarves, festive outerwear and chic holiday
party pieces.
Central to the holiday 2010 collection are Alternative’s new
thermals, which will take the form of cozy long johns, tanks, tops and
tees—arriving just in time for the dip in temperatures and ideal for one of the
season’s top trends, layering. “I wanted to develop a series of complimentary
pieces for a sophisticated, layered look that would convey the warmth and
comfort of the holiday season,” said Alternative founder and Chief Creative
Officer Greg Alterman. “From thermals to outerwear, customers can dress
themselves in head-to-toe Alternative to keep warm and feel comfortable, inside
and out.”
As for Alterman’s outerwear designs, this season brings one of Alternative’s most
vibrant additions yet: new buffalo plaid jackets in bold red and black. The
women’s cropped fit with an oversized collar and the men’s classic button-down
style with chest pockets are sure to be a hit with their stylish mix of vintage
and modern. In true Alternative fashion, the vintage-inspired theme carries
over throughout the collection, this season with a selection of perfectly worn,
military-inspired pieces including the women’s Twill Jacket and men’s Military
V-Neck Sweater. Other highlights include the holiday party-ready backless Pony
Dress and Floral Skinny Leggings for women, as well as the Striated Thermal
Cardigan and Shawl Collar Fleece Blazer for men.
Notably, holiday 2010 also marks the dramatic expansion of Alternative’s bestselling
Burnout fabrication with new Burnout Fleece. This latest innovation, a unique
50/50 poly-cotton blend with a retro look and feel, takes Burnout to the next
level with colorful hoodies, cardigans, wraps, bottoms and more. According to
Alterman, Burnout is the fabric that put Alternative on the map. “We’re excited
to put a new spin on it and keep refreshing a classic for our customers,” he adds,
noting that the forward-thinking company has plans to further expand Burnout
offerings in 2011 with a line of wovens.
-
Leading Fashion Basics Brand Breaks Ground with Award-Winning Accessory Designer
Atlanta, GA – August 19, 2010 – Alternative Apparel, the lifestyle clothing
and accessories brand known for its quality craftsmanship, unprecedented comfort
and signature vintage softness, today announced its plans to host its Unsigned Artist
Competition finals on August 5, 2010. The competition, which will be held at Le
Poisson Rouge in New York City, will be the culminating event of Alternative’s recent
national music talent search where three up-and-coming finalists will sing their
hearts out for the grand prize.
Heading up the new accessories division out of Alternative’s Los Angeles Design
Lab is Mollie Culligan, a visionary accessory designer formerly of the Jack Rabbit
Collection whose awards include Gen Art’s Fresh Faces in Fashion, The International
Design Awards and Accessory Category and Tastemaker 2008 by Los Angeles magazine.
Her cleverly detailed jewelry, belts and handbags were discovered by Barneys New
York and sold through at other elite retailers such as Neiman Marcus and Harvey
Nichols. Notably, Culligan has been profiled in the Wall Street Journal, WWD and
Vogue JP with monthly appearances in top-rated publications like InStyle, Lucky
and Glamour. Culligan’s eye-catching accessory designs have also garnered her a
substantial celebrity clientele, including Cameron Diaz, Drew Barrymore, Scarlett
Johansson, Topher Grace and Agyness Deyn.
“We’re thrilled that Mollie is taking the reigns as Accessories Director,” said
Alternative founder and Chief Creative Officer Greg Alterman. “Her appreciation
for craftsmanship and detail and her innovative yet timeless design aesthetic align
perfectly with the Alternative brand.” This spring, Culligan’s innovations will
take the form of three unique and fashionable series within the new accessories
collection: Scout, a selection of Calvary-inspired silhouettes in tumbled vintaged
canvas and weathered leather consisting of rugged weekenders, oversized totes and
hand-woven fringed bags; Acoustic, a daring yet comfortable, 70s-influenced compilation
which boasts over-washed denim duffles, suede hobos and cognac leather trim cross-bodies;
and Poppy, a youthful assortment of backpacks, market totes and mini-travelers in
playful shades of Red, Indigo and Marigold. Of her first collection for Alternative
Apparel, Culligan says, “From handbags to hobos to holsters, each new accessory
is reflective of Alternative’s core values—comfort, craftsmanship and authenticity—and
imprinted with custom-vintaged, hand-crafted details. Now, customers can finally
complement their favorite Alternative ensemble with just the right Alternative accessory.”
-
Leading Fashion and Apparel Brand to Host Final Music Competition
Atlanta, GA – July 30, 2010 – Alternative Apparel, the lifestyle clothing
and accessories brand known for its quality craftsmanship, unprecedented comfort
and signature vintage softness, today announced its plans to host its Unsigned Artist
Competition finals on August 5, 2010. The competition, which will be held at Le
Poisson Rouge in New York City, will be the culminating event of Alternative’s recent
national music talent search where three up-and-coming finalists will sing their
hearts out for the grand prize.
As part of the Unsigned Artist Competition, which ran from June 7–July 16, 2010,
Alternative collaborated with Brickfish Technologies, offering aspiring singer/songwriters
a once-in-a-lifetime opportunity to showcase their skills and creativity to millions
directly at alternativeapparel.com. After receiving a wealth of video entries from
musically inclined Alternative customers singing Aqualung’s hit song “Brighter than
Sunshine,” the entries were narrowed down to four talented finalists: Button Willow
Locomotive, The Lighthouse and the Whaler, M.anifest and The Peach Kings.
Having garnered the most votes and reached viral sensation status, the lucky three
will now pack their bags and fly to New York on an all-expenses-paid trip to perform
on August 5th in front of a packed house and a knowledgeable panel of judges including
Kelly Cutrone, star of reality TV series “Kell on Earth” and “The City,” RJW Collective
partner and former Epic Records president Charlie Walk, founding publisher of Paste
magazine Nick Purdy, musician and celebrity reporter Jared Sagal and Alternative
Apparel founder and Chief Creative Officer Greg Alterman.
“We’re thrilled to help jump-start the careers of these three immensely talented
finalists,” says Alterman. “The goal of the Unsigned Artist Competition was not
just to find the face and voice of Alternative, but to foster artistic creativity
in our community and encourage our customers to share their unique voices with the
world.” In addition to being featured in an upcoming Alternative fashion campaign,
the contest winner will receive a $1,500 cash prize, a Hummingbird acoustic guitar
provided by Epiphone and participate in Paste magazine’s fall music line-up where
they’ll be exposed to a wide range of music industry insiders. The runners up will
each walk away with a generous $500 cash prize and a newfound fan base. Guests attending
the event will also enjoy music by the famed DJ and MC for the evening, DJ KISS.
-
Leading Apparel Brand Collaborates with the Visionary Designer for Swim Resort 2011
Collection
New York, NY – July 20, 2010 – New York based ready-to-wear and swimwear
designer Mara Hoffman wowed Miami this year with her Mara Hoffman Swim fashion show,
which took place on July 17th during the Mercedes-Benz Fashion Week Swim event at
the Raleigh Hotel. This season, Hoffman’s muse goes on a mystical journey through
the jungle, visiting crystal caves, rivers, oceans; a tongue-in-cheek Amazonian
tribeswoman in a bikini following her White Horse spirit guide. This translated
into a variety of unique silhouettes and eye-catching prints in a kaleidoscope of
vibrant colors.
In addition to original prints, Hoffman introduced new shapes and styles, including
a four-strap bikini with strings and beads, an under-wire bustier, a sexy new one-piece
with a deep neckline and cinched bow detailing, a twisted bandeau top shown with
fold-over bottom with side tie and a high-waist solid bottom with side criss-cross
lattice detailing, shown with matching twisted bandeau. For beach-to-night offerings,
Hoffman’s range includes a new convertible cotton jersey halter dress, which can
be worn three different ways as a bandeau dress, halter dress or skirt. A black
modal jersey maxi dress with her signature embroidery detail is also included, as
well as a long fitted stretchy racer-back dress and a mini-dress with open back
detail and lattice design, printed chiffon cover-ups and modal jersey cover-ups.
For the first time, Hoffman partnered with the industry-leading lifestyle clothing
brand Alternative Apparel, known for their innovative fabrics and fashionable basics,
for a special mini-collaboration for the show. VIP guests, including singer Ana
Cristina, model Tori Praver and actor Brandon Mychal, received an exclusive custom
tee in Alternative’s Big League Baseball Burnout style, designed with the Crystal
Collage artwork. As part of the collaboration, Hoffman also created a Mara Hoffman
for Alternative Apparel poncho with a faded pastel version of the "Chief" print
made in Alternative's earth-friendly Eco-Fleece fabric, a proprietary blend of organic
cotton, recycled polyester and naturally occurring rayon polymers. The lightweight,
ultra-soft style, which debuted on the runway to rave reviews, is ideal for those
balmy summer evenings and late-night campfires after the beach.
The show was produced by People's Revolution and featured jewelry by Lori Leven
with hair by TRESemme and makeup by Lottie for Make-Up Forever. Hoffman’s collection
will hit stores starting with the first delivery in the end of October for Resort,
with continuous deliveries through 2011.
-
Dust is the New Black for Leading Lifestyle Apparel Brand
Atlanta, GA – July 19, 2010 – Alternative Apparel, the industry-leading lifestyle
clothing and accessories brand known for its quality craftsmanship, unparalleled
comfort and signature vintage softness, today announced the launch of its latest
collection of fashion-forward clothing and accessories. Introducing a wide range
of smart, streetwise designs and edgy, innovative fabrics, Alternative’s fall 2010
line launch will significantly expand the brand’s product offerings with more outerwear,
bottoms and stylish basics for both men and women
Featuring an eclectic assortment of nostalgic pieces with a modern twist, the new
collection was inspired by Dust Bowl-era Americana and its wonderfully timeless
workwear. “Fall 2010 was designed to capture the sophisticated minimalism and enduring
optimism of a bygone era,” said Alternative founder and Chief Creative Officer Greg
Alterman. “From classic chambray workshirts and rugged military jackets to beautifully
draped wraps and versatile day-to-night dresses, each stylish, practical piece is
a nod to the well-loved, well-worn clothing of our past.” In accordance with Alterman’s
creative vision, modest detailing and muted colors mix with delicate florals and
robust stripes for an array of fashionably understated styles.
This season’s highlights include the women’s London Cowl Neck Dress—available
in classic black and oxford grey as well as purple, sand and oatmeal heather variations—and
the chic Pony Tee. For men, the must-have items of the season are the flawless-fitting
Basic Twill Pants and the Airforce French Terry Jacket, a sleek, military-inspired
piece in Alternative’s comfy, new French Terry Cotton fabrication. Notably, the
globally minded brand has also added a new earth-friendly fabric, Eco-French Terry,
to its sustainable Alternative Earth line, as well as more additions throughout
its bestselling Pima Cotton and Burnout fabrics, including the plush, oversized
Biggie Burnout Scarf.
-
Leading Lifestyle Apparel Brand Teams Up with Flavorpill for “Yoga at the Great Lawn”
New York, NY – June 2, 2010 – Alternative Apparel, the lifestyle clothing
and accessories brand known for its quality craftsmanship, unparalleled comfort
and signature vintage softness, has signed on as a leading sponsor for “Yoga at
the Great Lawn,” the world’s largest documented yoga event ever. Hosted by online
arts and culture hub Flavorpill, the event will take place on Tuesday, June 22nd
at 6pm on the legendary great lawn of New York City’s beloved Central Park.
Kicking off the first official day of summer, 10,000 New York residents and visitors
from around the world of different backgrounds, sizes and skill levels will come
together to practice yoga, enjoy the outdoors and promote an active, healthy lifestyle.
The free yoga class will be taught by renowned yoga instructor Elena Brower and
will also feature performances by Buddy Wakefield, Wah!, O’Konsi Rhythms and more.
The record-breaking event will be documented from a 150-foot crane, providing amazing
aerial views of the 10,000 practicing yogis while members of the media will be brought
up on the crane in small groups for a birds-eye view of this magnificent sight.
“We are thrilled to take part in this unprecedented cultural event,” said Alternative
founder and Chief Creative Officer Greg Alterman. “We at Alternative take our commitment
to the community—local, national and global—very seriously. Yoga at the Great Lawn
is a chance to inspire others and celebrate eclectic individuals across the world
with a shared passion for life.” As a leading sponsor of the event, Alternative
will provide attire for yoga instructors, volunteer t-shirts and chamois towels
for each of the 10,000 participants. Yoga aficionados should visit
www.flavorpill.com/yoga to register for a chance to reserve a spot.
About Flavorpill
Flavorpill is a quickly growing, trusted online source of arts and culture, publishing
event guides in six cities (NYC, LA, SF, Chicago, Miami and London) as well as the
Flavorwire blog and Daily Dose email, which focus on cultural picks and news. Together,
these sites and emails form a dynamic, multi-channel arts and culture guide which
is both local and national.
-
Industry-Leading Apparel Brand to Launch Nationwide Music Competition
Atlanta, GA – June 1, 2010 – Alternative Apparel, the lifestyle clothing
and accessories brand known for its quality craftsmanship, unprecedented comfort
and signature vintage softness, today announced its plans to launch a national “Unsigned
Artist Competition” in search of untapped musical talent to represent the innovative
clothing brand. With the help of RJW Collective and Brickfish Technologies, Alternative
will kick off the contest on June 7th, offering aspiring singer/songwriters a once-in-a-lifetime
opportunity to showcase their skills and creativity to millions directly at alternativeapparel.com.
As the first round of the competition, musically inclined Alternative customers
who wish to enter will each upload a rendition of Aqualung’s hit song “Brighter
than Sunshine” by July 16th and canvass their friends, family and members of the
Alternative community for votes. The top three up-and-coming artists who garner
the most votes will then fly to New York on an all-expenses-paid trip to perform
as finalists on August 5th in front of an esteemed panel of industry experts including
Kelly Cutrone, People’s Revolution owner and star of reality TV series “Kell on
Earth” and “The City,” RJW Collective partner and former Epic Records president
Charlie Walk and Alternative Apparel founder and Chief Creative Officer Greg Alterman.
“We’re extremely excited about the possibilities that this campaign holds,” said
Alterman. “The goal of the Unsigned Artist Competition is not just to find the face
and voice of Alternative, but to foster creativity, individuality and self-expression—all
of which are core values at Alternative and have been a driving force in our brand
development.” In addition to being featured in an upcoming Alternative fashion campaign,
the contest winner will receive a generous $1,500 prize and participate in exclusive
interviews with music editors and industry insiders. Alternative’s hot new musical
talent won’t be the only winner in the Unsigned Artist Competition, however. The
runners up will each walk away with $500 and all other contest participants—including
those who cast a vote—will be privy to special discounts and promotions at Alternative
Apparel’s online store.
According to Alterman, “the Unsigned Artist Competition will allow us to strengthen
our bond with consumers and grow the Alternative community—it’s a chance for everyone
to create, share and get involved.” Utilizing the groundbreaking Brickfish social
media platform, RJW Collective has designed a program for Alternative Apparel which
will enable the clothing company to leverage the power of UGC and interactive social
media to connect with consumers, in turn boosting brand awareness. The revolutionary
connectivity platform enables participants to share the content they have created
on behalf of a brand’s call to action through email, instant message and by posting
on hundreds of social networking sites, as well as review and vote for their favorites
entries. Program participants are rewarded for creating, voting, reviewing and sharing
content, resulting in high-quality brand engagement and loyalty. The contest platform
then tracks consumer interactions with this content and provides detailed analytics
on program reach, performance, time spent and demographics. This result is a unique,
forward-thinking marketing approach that has proven to be more effective than traditional
online marketing methods, such as display ads or search optimization.
-
Premier Clothing Company Appoints Ken Pilot to Board of Directors
Atlanta, GA – May 10, 2010 – Alternative Apparel, the industry-leading lifestyle
apparel and accessories brand, today announced the addition of Ken Pilot to its
Board of Directors. The newly appointed Pilot joins the prestigious Alternative
Board as a retail industry veteran with over 25 years of experience.
Pilot began his distinguished career at Macy's, where he served the company for
five years, attaining the title of Contemporary Buyer before moving onto Gap, Inc.
During his 13-year tenure at Gap, Pilot held a variety of merchandising positions
including President of Gap Brand Global. He then went onto Ralph Lauren, where he
served as President of Factory Stores and New Business Development, heading up the
launch of Ralph Lauren Rugby and expanding the store base of the factory store division.
In 2004, Pilot joined American Eagle Outfitters as President of the company’s Martin
+ Osa brand, where he built the team, engineered the concept and successfully launched
five retail stores in fall 2006. Later that year Pilot exited American Eagle when
he and a partner decided to branch out on their own to launch Robot Galaxy—a retail
and online entertainment brand which enables children to build their own robots—where
he currently serves as Chief Executive Officer.
“We’re thrilled to have a seasoned industry veteran like Ken Pilot on board,” said
Alternative President and fellow Board member Evan Toporek. “Ken has garnered deep,
relevant experience as a key executive at some of the most admired fashion brands
in the world. Equally important to us, he’s also a great culture fit and really
‘gets’ our brand.”
-
Leading Lifestyle Apparel Brand Recognized by Gwinnett Chamber of Commerce
Atlanta, GA – April 28, 2010 – Alternative Apparel, the premier clothing
and accessories brand known for its fashion-forward basics and unprecedented comfort,
has been named a winner of the Gwinnett Chamber Of Commerce’s 2010 Pinnacle Small
Business Awards. The praiseworthy distinction was announced at the Gwinnett Chamber’s
Pinnacle Awards Luncheon on April 23, where Alternative—along with an elite group
of Atlanta-based businesses—was honored for demonstrating extraordinary growth and
contributions to the community.
Each year, the Gwinnett Chamber selects its prestigious “Pinnacle Top 25” from more
than 300 nominations and 50 finalists comprised of emerging companies as well as
companies that have exhibited a substantial history as an established business.
The winners were chosen based on above average growth and profitability, growth
in number of employees, corporate consciousness, overcoming adversity, original
entrepreneurship and more, as defined by the Small Business Administration for their
statewide and national awards.
“We are honored that the esteemed Gwinnett Chamber of Commerce has recognized our
corporate accomplishments,” declared Alternative President Evan Toporek. “Not only
are we implementing new technology, expanding our warehouse and bringing on new
employees, but we are expanding our product offerings and breaking into new categories.”
Despite the economic downturn in recent years, “Alternative continues to flourish
with rapid growth and expansion,” Toporek added, noting that the company ended 2009
on a remarkably high note by garnering an “All-Star Award” from Apparel magazine
and has extended its streak of double-digit percentage growth into 2010—a noteworthy
feat and company trend which has been in tact since the brand’s inception in 1995.
-
Global Fashion Hub to Feature Exclusive Collections by Richard Chai and Jeremy Scott
Atlanta, GA – April 13, 2010 – Alternative Apparel, the industry-leading
lifestyle apparel and accessories brand has announced the highly anticipated launch
of its collaborations with accomplished designers Richard Chai and Jeremy Scott.
The signature Jeremy Scott and Richard Chai for Alternative Apparel pieces—which
debuted to rave reviews in February at New York Fashion Week—will be sold exclusively
on Refinery29.com from April 20 through May 20, 2010.
Inspired by Alternative’s fashion-forward styles and unprecedented comfort, Chai
and Scott each designed three signature looks utilizing Alternative’s high-quality,
cutting-edge fabrics. The NYC-based Chai, who was recognized earlier this year for
his accomplishments in menswear with a nomination for the 2010 GQ/CFDA Fashion Award,
worked with Alternative’s luxurious linen jersey and modal silk fabrics to create
several reworked and reinterpreted t-shirts, bringing a cool, laidback edge to the
classic tee. Using Alternative’s super-soft and refined micro-modal spandex fabric,
celebrity favorite Jeremy Scott created a series of sexy, sophisticated “little
black dresses” which take on various incarnations with raised necklines, hoods and
shoulder details.
While Chai and Scott were each able to illustrate a unique artistic vision through
their respective Alternative Apparel collections, the inventive designers’ pieces
share a modern, street-chic vibe perfect for the woman on the go. “We’re thrilled
to be collaborating with two of the fashion industry’s most well-respected creative
forces,” said Alternative founder and Chief Creative Officer Greg Alterman. “Introducing
these pieces on Refinery29.com will allow a whole new audience to experience Alternative’s
innovative fabrications combined with Jeremy Scott’s and Richard Chai’s visionary
designs.” The exclusive designer pieces will be sold in limited quantities on Refinery29’s
virtual pop-up shop at price points ranging from $69–$129. For more information,
visit alternativeapparel.com
-
Eco-friendly Apparel and Beauty Companies Partner for “Birds of a Feather Rock Together:
The Earth Day After-Party”
Atlanta, GA – April 9, 2010 – Industry-leading lifestyle apparel and accessories
brand Alternative Apparel has announced that it will co-host a post-Earth Day celebration
with Atlanta boutique and spa Aviary Organic Beauty Collective. On Friday, April
23 at 6 pm, the two eco-minded companies will kick off the summer with a party that
will leave those who miss out green with envy.
The “Birds of a Feather Rock Together” event will take place at Studioplex—a hip,
new live/work community in Atlanta’s historic Old Fourth Ward district—during the
“Fourth Fridays Art Walk,” where attendees can browse shops and galleries while
listening to live music from Atlanta favorites Ocha La Rocha and The Carnivores
and enjoying complimentary hors d’oeuvres, wine and locally brewed Sweetwater beer.
Of course, no Earth Day celebration would be complete without an opportunity to
pay respects to Mother Earth. Encouraging partygoers to make a difference with what
they wear, Alternative will be selling its eco-friendly Think Earth Tee at the event
and donating 100% of net proceeds to national environmental nonprofit Global Green
USA.
Part of Alternative’s eco-friendly line of apparel, Alternative Earth, the Think
Earth Tee is made of eco-heather, a uniquely sustainable blend of organic cotton,
recycled polyester and natural rayon polymers. With Aviary’s organic product lines
and holistic beauty philosophy and Alternative’s eco-conscious offerings and endeavors,
the two companies hope to show others that we can all work together toward positive
change—and that we can look good, feel good and have fun doing it.
ABOUT AVIARY ORGANIC BEAUTY COLLECTIVE
Located in Atlanta’s Historic Old Fourth Ward, the Aviary is a boutique spa founded
on the belief that beauty is not, in fact, skin deep; that the way we look and feel
is deeply and directly influenced by the lives we lead. Our convictions are reflected
in the services we provide. Whether it’s a facial or massage, a makeup application
or haircut, our collective strives to create a peaceful environment where top-notch
organic products are used to give clients the most personalized treatment for their
needs. The Aviary was created by licensed esthetician, Amy Leavell Bransford, who
also is the founder of New Moon Skin Care. The Aviary is located at 659 Auburn Avenue
at The Studioplex, Studio 125, Atlanta, GA 30312. For more information about Aviary
Organic Beauty Collective, please visit www.aviarybeauty.com.
-
100% of Proceeds to Help Support Nonprofit Organization’s Family-Focused Housing
and Educational Programs
New York, NY – April 8, 2010 – Alternative Apparel, the industry-leading
apparel manufacturer, known for its casual offerings and unprecedented comfort,
today announced its design of a new t-shirt created exclusively to benefit Hale
House Center, a nationally recognized nonprofit organization dedicated to building
better futures for children and families in need.
In support of his local community, renowned NYC-based artist Hunt Slonem donated
the rights to use his iconic bunny image as the design for the tees. Likewise, Alternative
Apparel donated all of the t-shirts, meaning that100% of every dollar from every
sale will solely benefit Hale House Center.
The t-shirt was created to celebrate Hale House’s 41st Annual Spring Gala honoring
Frederick Anderson, President of Douglas Hannant, for his commitment and dedication
to Hale House Center and the children and families it serves. Hosted in New York
City at 583 Park on Tuesday, April 13 from 7pm to 10pm, the event promises to be
an exciting night with Hale House’s committee including well-known philanthropists
such as Marcia Gay Harden, Kimora Lee Simmons, Lorraine Bracco, Alexandra Lebanthal,
Douglas Hannant, Valesca Guerrand Hermes and Hunt Slonem.
Featuring Alternative’s ever-popular Burnout Crew and Organic Crew styles, the tees
are now available in sizes for women, men and kids at
www.halehouse.org in exchange for a charitable donation of $50.
ABOUT HALE HOUSE
In 1969, Mother Clara Hale took in her first drug addicted baby, an act that would
later grow into Hale House Center, the nonprofit organization it is today. Still
located in Harlem, Hale House Center has changed with the times. The Mother Hale
Learning Center (MHLC) provides high quality, educationally based childcare to families
from a variety of economic backgrounds. The Hale House Supportive Transitional Housing
Program provides a temporary home for single-parent homeless families for 6 to 12
months. Keeping with Mother Hale’s mission, Hale House’s goal is to enable families
to remain intact, live safely in a good neighborhood, attend quality schools, find
employment, and, once their lives are stabilized, secure and retain permanent housing.
To learn more, log onto www.halehouse.org.
-
Leading Apparel Brand Announces Sweepstakes the Songwriter, Producer and Famed Frontman
for The Strokes
Atlanta, GA – March 19, 2010 – Alternative Apparel, the premier lifestyle
apparel and accessories manufacturer, known for its casual offerings and unprecedented
comfort, today announced its exclusive partnership with renowned musician and producer
Julian Casablancas. In a strategic effort to cross-promote Alternative’s new iPhone
app and Casablancas’s upcoming Spring Tour 2010, the cutting-edge clothing brand
will host a sweepstakes via its online store.
Beginning March 22, 2010, Alternative and Casablancas fans can enter to win an assortment
of goods with a retail value of $300, including the featured artist’s new solo album,
Phrazes for the Young, an Alternative Apparel tee autographed by Casablancas himself,
a $200 Alternative Apparel gift card and a selection of other prizes. Shoppers and
music lovers can enter the contest through April 4, 2010 by submitting an official
entry form on the Alternative website or simply by downloading the Alternative iPhone
app. The fashion-forward apparel company will then award two lucky individuals with
the generous gift packs—one winner from the official entries and another winner
from the iPhone app downloads. Both contest winners will be announced on April 6,
2010.
“We’re thrilled to be teaming up with Julian Casablancas, one of the music industry’s
most influential and well-respected artists,” said Alternative Chief Creative Officer
and founder Greg Alterman. “Alternative has a long history of partnering with musicians
due to the shared creative connection,” he adds, noting that the brand “was founded
with creativity and self-expression at its core and those values have been a driving
force in our growth ever since.” One of Alterman’s latest developments, the Alternative
iPhone app offers a heightened customer experience by providing users with up-to-the-minute
news on product launches, fashion trends and current events, as well as access to
the hottest new tracks by Casablancas and others on Alternative’s Music Box.
Interested parties should visit blog.alternativeapparel.com
for entry details and the official sweepstakes rules.
-
Premier Fashion Apparel Brand Introduces the Season’s Hottest Styles
Atlanta, GA – March 1, 2010 – Alternative Apparel, the leading manufacturer
and distributor of lifestyle apparel and accessories, has announced the launch of
its summer 2010 collection. Offering a sizzling selection for the warmest of seasons,
Alternative’s latest collection features an array of innovative, new styles, including
fashion-forward dresses, tanks and tunics, as well as more colors throughout the
brand’s ever-popular Burnout and Modal Silk fabrics.
Among the season’s most coveted pieces are several lightweight, versatile dresses
which bring an element of airy, ethereal beauty to the collection. The sweeping
Crawford Maxi Dress, knee-length Rita Cocktail Dress and fitted Donna
Tube Dress are available in a range of bold, summery hues and vibrant, multi-color
washes. “Dresses were a key focal point when designing for summer 2010,” said Alternative
founder and Chief Creative Officer Greg Alterman. “Achieving the perfect marriage
of comfort and fashion, these styles can be worn anywhere and for any occasion,
from a beachside barbeque to a garden party to a night on the town.”
In addition to the chic, new dresses, the summer 2010 collection introduces a wealth
of summer staples with Alternative’s signature vintage softness. Playing off the
season’s most popular trends—such as deep v-necks, sleek, nautical stripes and destroyed,
raw-edge styles—other highlights include the unisex ,Super Destroyed Deep V Pocket
Tee, the Striped Seafarer Tunic for women and the men’s Miz Henley.
As stated by Alterman, “Summer is all about staying comfortable, looking good and
feeling good. As always, these pieces were designed for comfort—inside and out.”
-
“I Kind of Love You” Campaign Airs for New York Fashion Week
New York, NY – February 5, 2010 – Alternative Apparel, the industry-leading
lifestyle apparel brand, has created an original video to launch during New York
Fashion Week, which will play in NYC taxi cabs on the LX TV screens, throughout
the week of February 11–18.
Inspired in part by the famed romance between cultural icons Jane Birkin and Serge
Gainsbourg and the overall vibrant allure of 1960s French pop culture, Alternative’s
“I Kind of Love You” campaign video evokes a casual luxury and effortless cool that
is synonymous with the industry-leading brand’s fashion-forward, vintage-soft clothing
and accessories. From music, art and cinema to the unforgettable icons themselves,
the 60s French pop scene was abundantly rich in style and creativity; it was a cultural
moment in time that was all about spontaneity, authenticity and comfort—both inside
and out. Featuring the latest Alternative fashions for women and men, the film was
shot in L.A.’s scenic Laurel Canyon neighborhood.
The 30-second spots will highlight some of the key spring and summer styles from
Alternative Apparel, now available for purchase on the company’s website, www.alternativeapparel.com.
-
Prestige Apparel Brand Partners with Top Designers for Exclusive Collections
New York, NY – February 4, 2010 – Alternative Apparel, the industry-leading
lifestyle apparel brand, known for its casual offerings and unprecedented comfort,
this season will branch out into the designer market with involvement in major New
York Fashion Week shows for the very first time. Alternative will be collaborating
with two of today’s hottest names in fashion, Richard Chai and Jeremy Scott, who
will each be designing signature looks that will be styled into their respective
runway shows.
After several seasons showing his collections on runways in Paris and London, designer
Jeremy Scott has solidified his presence on the worldwide fashion map, not to mention
garnering a huge following of top celebrity fans along the way, such as Lady GaGa,
Rihanna, Madonna and Gwen Stefani. After three years showing abroad, this season
Scott returns to New York Fashion Week and will show his collection on Wednesday,
February 17, 2010 @ 1 pm at Milk Studios. Commenting on his signature Jeremy Scott
for Alternative Apparel looks, Scott describes, “The collection is inspired by fashion
itself and with fashion as my muse, I created an homage to the little black dress.
I’ve created three takes on the ever-modern women’s best friend—the black dress—using
the super-soft and refined micro-modal spandex fabrics from Alternative Apparel.”
The dresses take on various incarnations with raised necklines, hoods and shoulder
details. The resulting look is sexy and sophisticated for a woman on the go who
must look good from day to evening. The quality of the micro-modal Alternative fabric
and hard-edge glamour of Jeremy Scott’s designs make for a match made in fashion
heaven.
NYC-based designer Richard Chai will show his women’s collection on the runway on
Thursday, February 11, 2010 @ 11 am at Bryant Park. Chai has been a key player in
the industry with prestigious accomplishments including becoming a member of the
CFDA in 2007 and a finalist for the CFDA/Vogue Fashion Fund in 2008. This year,
he is being recognized for his accomplishments in Menswear, just having been announced
as a finalist for the GQ/CFDA Fashion Award. Utilizing Alternative’s luxurious linen
jersey and modal silk fabrics, Chai created an original take on the classic tee
for his Richard Chai for Alternative Apparel looks. “LOVE emerged from the girl
who fell in love with the guy I design for. This fall 2010 collection is about a
sophisticated nonchalance,” explains Chai. “I adored the idea of incorporating t-shirts
that are reworked and reinterpreted to give the collection a cool, laidback edge—and
who better to partner with than Alternative Apparel for fashion-forward tees and
cutting-edge fabrics?”
Both of the exclusive collaborations will be sold as limited edition, with a private
run at a virtual pop-up shop Refinery29.com. These pieces are sure to cause a stir
with hard-core fashion fans, as they will each be produced in a limited run and
are sure to sell out in lighting speed. “We’re thrilled to be teaming up with two
of the fashion industry’s most well-respected creative forces,” said Alternative
founder and Chief Creative Officer Greg Alterman. “These collaborations will allow
a whole new audience to experience Alternative’s innovative fabrications combined
with Jeremy Scott’s and Richard Chai’s visionary designs.”
-
Spring 2010 Collection Captures the Heart of the Season
Atlanta, GA – January 19, 2010 – Alternative Apparel, the industry-leading
lifestyle apparel brand, today launched its latest collection of fashion-forward
clothing and accessories for spring 2010. Dramatically expanding the brand’s product
offerings, Alternative’s “Le Coeur du Spring” collection features an array of new
fabrications and styles, including shorts, pants, sweaters and dresses, as well
as new additions throughout its bestselling Burnout, Slub, Modal Silk and Eco-Heather
fabrics.
Incorporating bright pops of color in violet and cobalt, retro-style prints and
mixed media pieces, the spring collection was inspired by the romance and vibrant
allure of 1960s French pop culture. “From music, art and cinema to the unforgettable
cultural icons themselves—Brigitte Bardot, Serge Gainsbourg and Jane Birkin—the
60s French pop scene was abundantly rich in style and creativity,” explains Alternative
Founder and Chief Creative Officer Greg Alterman. “I designed these pieces to embody
the casual luxury and effortless, unequivocal coolness of the era.” As its name
suggests—literally, “the heart of spring”—there is also an element of romance to
the collection, as demonstrated by a selection of feminine, sexy styles like the
Pamela Tie-Front Bodysuit.
Among the season’s many highlights is Linen Jersey, a lightweight, semi-sheer fabric
with Alternative’s signature vintage-softness and excellent drape. Fusing Alterman’s
nostalgic vision with this season’s popular nautical trend, the innovative fabric
comes in striped, slouchy cardigans, flowing tanks, polos and tees perfect for spring.
“Dresses were another focal point for spring 2010,” says Alterman. “As always, it’s
our goal to offer clothes that look good and feel good. This season, we’ve added
a handful of new spring dresses to the line that strike the perfect balance of comfort
and style.”
Notably, the spring 2010 collection also marks Alternative’s launch into classic
pant styles, introducing the G-Slack tailored trousers for men and the cuffed Erin
Rolled Hem Shorts and pleated Ainsley Capri Pants for women. Part of the exclusive
Limited Addition line, these pieces are the first to be offered in Alternative’s
sleek denim blend.
-
Leading Apparel Brand Introduces One-Stop Shop for All Things Alternative
Atlanta, GA – January 18, 2010 – Premier lifestyle apparel brand Alternative
Apparel announced today the launch of its latest technological advancement, an Apple
iPhone application. Alternative’s first large-scale enterprise of 2010, the iPhone
app will not only expand the industry-leading company’s electronic retail channel,
but also heighten the customer experience as a whole.
“The new iPhone app is essentially a one-stop shop for all things Alternative,”
said Alternative President and co-owner Evan Toporek. “In addition to shopping Alternative’s
online store, customers can enjoy a host of convenient features and benefits which
will provide a unique, interactive, entertaining shopping experience.”
By downloading the app, iPhone users can get up-to-the-minute news on new product
offerings, trends and current events from the Alternative Blog, link directly to
Facebook and Twitter and watch the latest Alternative YouTube videos. Another highlight
of the user-friendly application allows customers to listen to the hottest tracks
from Alternative’s music player and link directly to iTunes to purchase songs and
albums.
“The iPhone app will allow our customers to enjoy shopping for Alternative products
as much as they enjoy wearing them,” Toporek added. In accordance with Alternative’s
phenomenal customer service, Alternative will be offering the iPhone app download
free of charge and throwing in a few extra perks, including exclusive discounts
and access to unreleased seasonal campaign photos. The Alternative iPhone app is
available via Apple’s iPhone App Store.
-
Premium Apparel Brand to Restructure Major Roles
Atlanta, GA – December 9, 2009 - Industry-leading lifestyle apparel brand
Alternative Apparel announced today its plans to restructure the roles and titles
of some of its most important players. “Our business is changing and, remarkably,
still growing in the face of a very difficult economy,” said Alternative President
Evan Toporek, referring to the addition of several key domestic accounts in 2009,
including Bloomingdales, Macys and Nordstrom, along with aggressive international
and direct-to-consumer expansion. “As our mix of business changes, we must change
the way we’re managing it. These organizational changes will help ensure that our
people remain aligned with the strategic focus of our business as we head into 2010
and beyond.”
In addition to founder Greg Alterman’s title change to Chief Creative Officer and
Chairman of the company’s Board of Directors, the following notable changes will
take place:
● Focusing on revenue, profitability and growth, Evan Toporek will continue
to lead the company through the formation and execution of its strategic plan, now
as President. The company’s Sales, Marketing, Operations, and Finance leaders
will report to Toporek in this new capacity. Toporek has served as Chief Operating
Officer since joining Alternative in 1998.
● Paige Cannon, formerly the company’s Marketing Director, has been promoted
to Vice President of Marketing, where she will be instrumental in generating
future growth while presiding over the company’s highly creative and energetic marketing
machine.
● Teka Long, formerly the company’s Purchasing Director, has been promoted
to Vice President of Operations. A veteran of Alternative for over thirteen
years, Teka will oversee the areas of Supply Chain Management, Key Account Management,
and Customer Service.
● Mary Kathryn Dean, formerly Customer Experience Manager, has been promoted
to Director of Customer Experience and will report to Teka Long and continue
to positively impact Alternative employees and customers with her unmatched dedication
and enthusiasm for delivering a highly differentiated customer shopping experience.
● In his new role as Director, National Sales Manager, Mickey Castagna will
be responsible for managing the company’s sales efforts into the Ad Speciality Industry,
Private Label, and Retail Specialty Chain channels. He will also be responsible
for the global coordination of tradeshows.
● Jessica Krieberg will also serve as Director, National Sales Manager
where she will be responsible for managing the company’s sales efforts into Department
Stores, Discounters and Online Retailers.
● Continuing as Director of Sourcing, Jose Gomez will now report to Seth
Ellison, EVP Global Sales and Merchandising, ensuring a smooth exchange of ideas
and information between the company’s Merchandising, Product Development, and Sourcing
functions.
-
Leading Lifestyle Apparel Brand Wins Prestigious Industry Award
Atlanta, GA – December 1, 2009 - Alternative Apparel, a lifestyle apparel
brand at the forefront of the fashion and apparel industry, has been named a 2009
All-Star by Apparel magazine. The praiseworthy distinction was announced
at Apparel's Tech Conference in New York, NY last month, and will appear
in the magazine’s December issue, highlighting an elite group of stellar achievers.
Each year, Apparel recognizes ten apparel manufacturers, retailers and brands
that prominently stand out among the competition in four core categories: innovation;
excellence in management; a track record of growth; and corporate goodwill that
reflects positively on the industry. “We are absolutely thrilled to receive this
award from Apparel,” declared Alternative President Evan Toporek. “It is truly an
honor to be singled out among some of the most established and well-respected names
in the industry.”
Alternative was nominated for the All-Star Award by Lawson Software, a global provider
of enterprise software, services and support. In July 2009, Alternative signed a
contract to implement Lawson QuickStep Fashion, including Lawson e-Sales and Lawson
Business Intelligence. The strategic partnership will help the All-Star Award recipient
continue to meet its growth objectives by helping to consolidate many business processes
into a single, integrated system.
-
Leading Lifestyle Brand Alternative Apparel Inspires Individuals to Make A Difference
New York, New York, November 19, 2009 - Alternative Apparel, the industry-leading
lifestyle apparel brand, announces the launch of ReThink Your Alternative Volume
2, the second installment of its interactive lifestyle campaign which
focuses on all things Earth-related, from environmentalism and health issues to
education and community development. Urging its globally minded community of individuals
to make a difference with how they live, the campaign provides a forum for everyone
to get involved, including celebrities, business owners, non-profit supporters,
Alternative employees and their customers.
In a collective effort to raise awareness and catalyze positive change in the world,
Alternative has once again gathered a diverse group of talented people and collaborated
with them editorially to create the limited edition Rethink Volume 2, (a
56-page booklet printed using only FSC-certified paper), which includes articles,
interviews and “green tips” from relevant celebrities, businesses, non-profits and
individuals. Contributors include actors Alicia Silverstone, Kelly Rutherford, Shenae
Grimes, Zach Gilford, Robert Hoffman, Bree Turner, Nolan Funk and Chris Kattan,
as well as Karina Smirnoff of Dancing With the Stars, eBay Creative Director
and Style Expert Constance White, professional chef Nina Clemente, stylist Melissa
Meister, Josie Maran, model and owner of green cosmetics company Josie Maran Cosmetics,
NYU Professor Jesse Cameron-Glickenhaus, who teaches a course on global climate
change, and more. Each contributor involved represents an idea or perspective on
the state of our planet and expresses it in their daily lives.
“Inspiring others to take action and share their authenticity with the world around
them—that is what ReThink is all about.” said Alternative founder and designer
Greg Alterman. “This time around, we are also thrilled to announce our campaign
to benefit national environmental nonprofit Global Green USA. As a symbol of our
initiative for positive action and humanitarianism, we’ve even added a new Think
Earth t-shirt to our collection, for which 100 percent of the net proceeds will
benefit Global Green.”
ReThink will continue bi-annually, with variations on the main theme: to
inspire us all to think and act in order to make a difference and work toward a
common goal of long life, health and prosperity for all people.
-
Alternative to Design Tees Benefiting Global Green’s National Initiatives to Create
Healthy Green Schools and Promote Smart Solutions to Global Warming
Atlanta, Georgia, November 9, 2009 - Alternative Apparel, the industry-leading
lifestyle fashion and apparel brand, announced today its plans for a philanthropic
campaign benefiting the national environmental nonprofit organization Global Green
USA. To kick off the campaign, Alternative has added a new “Think Earth” t-shirt
to its fashion-forward collection, for which 100 percent of the net proceeds will
benefit Global Green.
Encouraging individuals to make a difference with what they wear, Alternative will
be inviting their customers to make an additional donation to support Global Green
in varying increments, which can be placed via the Alternative company website.
In exchange, supporters of the cause will receive the super-soft, vintage-style
tee made of eco-heather, Alternative’s uniquely sustainable blend of organic cotton,
recycled polyester and naturally occurring rayon.
“We’re thrilled to be participating in such a worthy cause,” said Alternative Founder
and Designer Greg Alterman. “At Alternative, we believe that every effort is crucial—there
is no act too small. This campaign will allow Alternative to support Global Green
USA’s incredible work and support our common goal of a sustainable and secure future
with long life, health, and prosperity for all people.”
A symbol of a movement for positive change and humanitarianism, the Global Green
t-shirts are inspired by Alternative’s own ReThink initiative—an interactive lifestyle
campaign in which activists, celebrities, business owners, and nonprofits work together
to raise awareness and promote eco-consciousness on every level, from environmentalism
and health issues to education and community development. Screen printing for the
tees was provided by zoinkonline.com.
About Global Green USA
Global Green USA is the American affiliate of Green Cross International, founded
by Mikhail Gorbachev to foster a global value shift toward a sustainable and secure
future. For nearly 15 years, Global Green has been a leader in green building policy,
technical expertise, and education to advance green schools, green affordable housing,
and green cities throughout the nation. Global Green USA has greened more than $20
billion dollars in new construction projects, and has educated hundreds millions
of people about being climate friendly. Global Green is also leading efforts to
help rebuild a green New Orleans. For more information, visit www.globalgreen.org.
-
U.S.-based fashion manufacturer selects Lawson QuickStep Fashion in support of business
growth
ST. PAUL, Minn., July 10, 2009 - Lawson Software (Nasdaq: LWSN) today announced
that Alternative Apparel, a U.S.-based manufacturer of apparel and accessories,
has signed a contract to implement Lawson QuickStep Fashion including Lawson e-sales
and Lawson Business Intelligence. The Lawson solution will help Alternative Apparel
to meet the company’s growth objectives and gain greater efficiency by consolidating
many business processes into a single, integrated system. The contract was signed
during Lawson’s fourth quarter of fiscal 2009, which ended May 31, 2009.
Alternative Apparel is a lifestyle apparel brand for men, women and babies/toddlers
across the U.S. and abroad, including Canada, Italy, Germany, Australia, Japan and
the United Kingdom.
Current systems at Alternative Apparel could no longer support new value-adding
business processes, such as flexible inventory allocation, improved customer and
supplier collaboration. The company needed more timely, accurate information for
management.
"We were in need of a standard industry-tailored solution and people with fashion
industry expertise to implement it," said Evan Toporek, CEO for Alternative Apparel.
"We chose Lawson because we felt a great cultural fit between our organizations
and have appreciated the dedication of the Lawson team. Lawson QuickStep Fashion
will help bring support and transparency throughout our supply chain, from concept
to market." The company will use Lawson Product Lifecycle Management and Lawson
e-Sales to help achieve those objectives.
"Lawson QuickStep Fashion combines industry-specific content with built-in business
tools based on Lawson's experience and knowledge of the fashion industry," said
Andrew Dalziel, global marketing director for fashion at Lawson. "With more than
350 fashion customers globally, Lawson can offer businesses industry knowledge and
industry-specific functionality that help fashion companies with a complex supply
chain and pressured time to market achieve their goals."
The implementation of the new ERP system will take place both at Alternative Apparel
and at Lawson’s Implementations Solution Center in Atlanta. “By hosting initial
project activities in such a controlled and secure environment, we can prepare our
own IT infrastructure in a more controlled and focused manner. This helps reduce
the project risk and provide for a faster return on investment,” Toporek continued.
About Lawson Software
Lawson Software provides software and service solutions to 4,500 customers in equipment
service management and rental, fashion, food & beverage, healthcare, manufacturing
& distribution, public sector (United States), service industries, and strategic
human capital management across 40 countries. Lawson Software is a global provider
of enterprise software, services and support to customers primarily in three sectors:
services, trade and manufacturing/distribution. Lawson’s solutions include Enterprise
Performance Management, Human Capital Management, Supply Chain Management, Enterprise
Resource Planning, Customer Relationship Management, Manufacturing Resource Planning,
Enterprise Asset Management and industry-tailored applications. Lawson solutions
assist customers in simplifying their businesses or organizations by helping them
streamline processes, reduce costs and enhance business or operational performance.
Lawson is headquartered in St. Paul, Minn., and has offices around the world. Visit
Lawson online at
www.lawson.com. For Lawson’s listing on the First North exchange in Sweden,
Remium AB is acting as the Certified Adviser.
Forward-Looking Statements
This press release contains forward-looking statements that contain risks and uncertainties.
These forward-looking statements contain statements of intent, belief or current
expectations of Lawson Software and its management. Such forward-looking statements
are not guarantees of future results and involve risks and uncertainties that may
cause actual results to differ materially from the potential results discussed in
the forward-looking statements. The company is not obligated to update forward-looking
statements based on circumstances or events that occur in the future. Risks and
uncertainties that may cause such differences include but are not limited to: uncertainties
in uncertainties in the software industry; uncertainties as to when and whether
the conditions for the recognition of deferred revenue will be satisfied; increased
competition; general economic conditions; the impact of foreign currency exchange
rate fluctuations; continuation of the global credit crisis; global military conflicts;
terrorist attacks; pandemics, and any future events in response to these developments;
changes in conditions in the company's targeted industries and other risk factors
listed in the company's most recent Quarterly Report on Form 10-Q and Annual Report
on Form 10-K filed with the Securities and Exchange Commission. Lawson assumes no
obligation to update any forward-looking information contained in this press release.
-
Leading Lifestyle Brand Alternative Apparel Inspires Individuals To Make A Difference
March 5, 2009 (New York, NY) – Alternative Apparel premium fashion statements
inspired by and created for free-thinking people everywhere, is excited to announce
the launch of Think Earth, an interactive lifestyle campaign that focuses on all
things Earth-related, from environmentalism and health issues to education and community
development. The campaign will provide a forum for everyone to get involved, including
celebrities, business owners, non-profit supporters, Alternative employees, and
their customers.
With the concept in place, Alternative has gathered a diverse group of talented
people and collaborated with them editorially to create the limited edition Think
Earth Volume 1, (a 54 page booklet printed using only FSC certified paper),
which includes articles, interviews and quotes from relevant celebrities, businesses,
non-profits and individuals. Contributors include actors Adrian Grenier, Elizabeth
Mitchell, Shane West, Reid Scott, Amy Smart, Malin Akerman, and Lukas Haas as well
as renowned chef and author Akasha Richmond, photographer and TV personality Nigel
Barker, musician Josh Kelley, E! News anchor Jason Kennedy, and more. Each contributor
became involved to discuss a cause that is important to them and how they are doing
their part.
The online aspect of the campaign, housed on the Alternative Apparel website, will
include content from the booklet, and will also allow additional articles and interviews
to be posted. In addition, they will add a "Get Involved" section, which allows
readers to submit a form to share their passions on the subject, which will be put
forth for approval to be included in the "Speak Out" section, where quotes and snippets
from celebrities and customers alike will be shown.
"The idea is that EVERY effort is important – there is no act too small. The message
is: Make a difference with how YOU live," said Greg Alterman, founder
and creative director, Alternative. "We created this campaign to inspire people
to think about the fact that each one of us is an important and integral part of
the bigger picture. Ultimately, what we do CAN affect our future and that of the
greater good".
On April 15th, Alternative will host an event in Los Angeles to officially launch
the campaign and celebrate the contributors who made it all happen. At which time
there will also be an announcement about a range of limited edition Think Earth
products, including a printed tee with exclusive artwork, with proceeds benefiting
a soon-to-be-announced charity. Think Earth will continue bi-annually, with
variations on the main theme: to inspire us all to think and act in order to make
a difference.
Each person involved with Think Earth represents an idea or perspective on the state
of our planet and expresses it by supporting a charity, starting a business, or
simply choosing a Prius over a tricked-out Hummer. However they do it, their individual
actions contribute to a movement that will hopefully change the world.
For more information, please visit
www.alternativeapparel.com.
# # #
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.
Media Contact:
People's Revolution
tel: 212.274.0400
Emily.Bungert@PeoplesRevolution.com
In-House Media Contact:
Alternative
Molly Raney
molly@alternativeapparel.com
-
Alternative Apparel Names Seth Ellison as Executive Vice President of Global Sales
and Merchandising
March 23, 2009 – Alternative Apparel, premium fashion statements inspired
by and created for free-thinking people everywhere, is excited to announce Seth
Ellison as Executive Vice President of Global Sales and Merchandising. Seth will
work out of the Alternative Los Angeles Brand Showroom and Design Lab. He will lead
strategic sales planning initiatives and will also be an integral part of transitioning
Alternative from a t-shirt company to a full lifestyle apparel brand. Ellison brings
20 years of industry experience to Alternative Apparel with an extensive background
of product merchandising, domestic and international sales, brand management, and
new business development.
"We are very pleased to bring Seth on board,” states Alternative’s Chief Operating
Officer, Evan Toporek. “Seth has the unique blend of sales and merchandising skills
that we need at this point in our company’s evolution. He has honed these skills
by serving in a similar leadership capacity with some of the industry’s most recognizable
lifestyle brands."
Ellison most recently worked as President of Perry Ellis Swimwear after a ten-year
career with Nike. During that time, he served as President of Nike subsidiary Hurley
International, after serving as Vice President and General Manager of Nike Apparel
in the EMEA region. Prior to joining Nike, Ellison served as Vice President of Design
and Merchandising at Quicksilver.
"I am very excited to be joining the Alternative family,” says Ellison. “At a time
when there is so much uncertainty and negativity, consumers have to be careful with
their money. They are not going to fall for brands simply because they shout the
loudest or bury them with product. Alternative gets it: great product, great value
from a brand that is inclusive and honest. Alternative has all the ingredients to
become one of the next great global brands, and I’m very happy to be on the team."
-
eBay Teams With Yigal Azrouël for Fall Fashion Week Proceeds From Exclusive Sale
Launching This Spring Will Benefit Natural Resources Defense Council
San Jose, Calif., February 12, 2009 - Fashion’s best goes from the runway
to eBay! eBay (Nasdaq: EBAY) today announced a collaboration with talented young
designer Yigal Azrouël for Mercedes-Benz Fall Fashion Week. eBay will be an online
sponsor for Azrouël’s men’s and women’s Fall/Winter 2009 runway shows and will also
host a charity sale from the designer’s Spring/Summer 2009 collection. Proceeds
will benefit Natural Resources Defense Council.
“eBay is thrilled to work with an amazing talent like Yigal Azrouël,” said eBay
Style Director Constance White. “eBay has always been a friend to the fashion industry.
Through this collaboration we’re happy to support Yigal, one of the industry’s brightest
new stars. By offering this young designer a platform to sell his collection, we
will also be giving fashion lovers everywhere the opportunity to purchase designer
pieces at great prices while giving back.”
This collaboration represents a continued commitment by eBay to supporting the fashion
world. In 2005 and 2007, eBay partnered with the CFDA and Vogue to present 7th on
Sale—the largest sample sale on the Internet. eBay has also partnered with leading
designers for past charity auctions. Azrouël is the latest design superstar to be
championed by the online marketplace.
Of the collaboration, Azrouël stated, “I'm really happy to be partnering with eBay
for a project that will both bring my collection to a wider audience and give back
to a great cause.”
Charity Sale
As part of the collaboration, eBay will sell a variety of looks from Azrouël’s women’s
and men’s Spring/Summer 2009 collection in a sale to benefit Natural Resources Defense
Council (NRDC). All pieces will be offered at fixed-prices that are below retail
in order to make high-end fashion accessible to eBay’s users while raising money
for a charity benefiting environmental causes. NRDC is a leading environmental action
organization that uses law, science and the support of 1.2 million members and online
activists to protect the planet's wildlife and wild places and to ensure a safe
and healthy environment for all living things. The charity sale will launch online
on June 4.
Runway Shows
eBay will serve as an online sponsor of Azrouël’s runway show for his women’s collection
on Friday, February 13 on the promenade in Bryant Park and his men’s collection
on Monday, February 16 at the Yigal Azrouël Boutique at 408 West 14th Street. Those
attending the women’s show will go home with an eco-friendly, custom-designed Yigal
Azrouël for eBay t-shirt made by Alternative Apparel and printed on eco-heather
fabric. Alternative’s eco-heather is an earth-friendly fabric created by replacing
traditional threads with those using a unique blend of organic cotton, recycled
polyester and rayon produced from naturally occurring polymers. The shirts will
also be made available in limited quantities to the public during the charity sale
scheduled to launch online in June. Consumers can also go eco-friendly on eBay by
visiting www.ebay.com/greenteam, a new site launching in March that enables consumers
to make smarter, greener choices everyday.
Event
Media can visit eBay’s Style Suite at Fashion Week on Thursday, February 19 from
9 a.m. to 6 p.m. at the Royalton Hotel, 44 West 44th Street. Both the designer and
eBay Style Director Constance White will be on hand at the Suite to greet reporters
and discuss the collaboration.
To RSVP for the event or to schedule an interview with Constance White or Yigal
Azrouël, please contact Aziza Johnson, Kaplow Communications, 212/221-1713, ajohnson@kaplowpr.com.
About eBay Inc.
Founded in 1995, eBay Inc. connects hundreds of millions of people around the world
every day, empowering them to explore new opportunities and innovate together. eBay
Inc. does this by providing the Internet platforms of choice for global commerce,
payments and communications. Since its inception, eBay Inc. has expanded to include
some of the strongest brands in the world, including eBay, PayPal, Skype, StubHub,
Shopping.com and others. eBay Inc. is headquartered in San Jose, California.
About Yigal Azrouël Inc.
Yigal Azrouël is a New York City-based fashion designer who launched a women’s wear
collection in 1998. In Fall 2007, Azrouël added men’s wear and accessories categories
to his brand. A member of the prestigious Council of Fashion Designers of America,
Azrouël is self taught designer known best for his expert-draping and ability to
design with a modern approach, and remarkable attention to detail. The Yigal Azrouël
brand has been a participant at New York’s Fashion Week each season since 2000.
With a full service atelier and showroom in New York’s garment district, flagship
store in New York’s Meatpacking District, the recent opening of a store in Watermill,
the Yigal Azrouël brand is ever expanding and hopes to build organically into various
lifestyle categories.
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.
-
Reception for Star-Studded Film’s Opening of Documentary Fortnight at The Museum
of Modern Art in NYC on February 11th 2009 Features Exclusive T-shirts
February 9, 2009 - Alternative is hosting a reception at the Museum
of Modern Art to follow the New York preview of The People Speak,
a documentary film based on Howard Zinn’s revolutionary book, A People’s History
of the United States; and its companion book Voices of a People’s History of
the United States written with Anthony Arnove.
The People Speak features an A-list cast including Academy Award-winning
actors Matt Damon and Marisa Tomei. Additional performers include
Viggo Mortensen, Danny Glover, Josh Brolin, David Strathairn,
Kerry Washington, Sandra Oh, and musical legend Eddie Vedder
among many others. The documentary incorporates live readings and musical performances
woven together with archival footage and photographs, and celebrates those dissenting
voices, who made a difference speaking up against and fighting injustices.
Alternative is proud to support the voices from our history and present, who addressed
our primary historical challenges: women, war, class and race. As a keepsake for
the film and its message, guests will be able to select one of three graphics from
The People Speak poster art by influential artist Shepard Fairey and have
it printed on a super-soft, eco-friendly t-shirt provided by Alternative.
DOCUMENTARY FORTNIGHT, THE 8TH ANNUAL INTERNATIONAL FESTIVAL OF NONFICTION
FILMS and the opening night sneak preview of the film will be followed by musical
performances and readings by Stacey Ann Chin, Michael Ealy, Lupe Fiasco,
Rick Robinson of the Black Crowes, David Strathairn, Marisa Tomei,
Kerry Washington, and Harris Yulin, and a discussion with directors
Howard Zinn, Anthony Arnove and Chris Moore.
Sohomuse.com, an exclusive 3D online escape where the creative professional and
cultural world can connect, create and collaborate, is also a sponsor of the evening.
Invitation Only
Tickets need to be picked up separately the night of the event. For more information
visit
www.peopleshistory.us/events/MoMa
Cocktails and hors d’oeuvres will be served.
Who:
Benjamin Bratt, Josh Brolin, Marisa Tomei, John Legend,
authors Howard Zinn and Anthony Arnove, Chris Moore (Project Greenlight),
and more.
Where:
The Museum of Modern Art
The Ronald S. and Jo Carole Lauder Building
11 West 53rd Street (Fifth Ave. and Sixth Ave.)
New York
When:
Wednesday, February 11th, 2009
9:30pm-11:30pm (following the 7pm screening)
-
NYC renaissance artist David Foote to premiere ten limited edition lifestyle products
based on his iconic painting “No 10."
February 10, 2009 - On Tuesday, February 10th New York City based artist,
filmmaker and entrepreneur, David Foote will premiere his latest collaborative work,
"David Foote Limited Edition No 10" at the BoConcept store in Soho. True to Foote’s
innovative approach to art presentations, he has joined forces with 10 unique brands
featuring his painting “No 10” as the limited edition design inspiration for a variety
of products including sportswear, clothing, interiors, and beauty items as his canvas.
With a portion of proceeds benefiting St Jude’s Children’s Hospital, Foote will
have his works available for purchase both at the February 10th event and through
April 2009 at BoConcept, New York’s bastion of Danish modern home design. Fans of
Foote’s work can purchase limited edition 4 Frnt snow skis, Alternative T Shirts,
Barterhouse wine, BoConcept ottomans, Izola shower curtains, Jaboneria Marianelle
soaps, KCDC Skateshop skateboards, Ortolan NYC organic pillows, Timo neckware and
Tuleste Market jewelry, each with the signature & avant-garde “No 10” print seen
below.
Please see the attached project overview for more information on the event and photos
of each product available for purchase. For more information on Foote, please visit
www.DavidFooteStudio.com.
-
Reception for Star-Studded Film’s Performance Program Featuring Exclusive T-shirts
to Take Place at Greenhouse at Sky Lodge Resort in Park City, January 22nd
January 20, 2009 - Alternative is hosting a reception during this year’s
Sundance Film Festival to follow a live performance in support of The People Speak,
a documentary film based on Howard Zinn’s revolutionary book, A People’s History
of the United States; and its companion book Voices of a People’s History of
the United States written with Anthony Arnove. The People Speak
features an A-list cast including Academy Award-winning actors Matt Damon and Marisa
Tomei. Additional performers include Viggo Mortensen, Danny Glover, Josh Brolin,
David Strathairn, Kerry Washington, Sandra Oh, and musical legend Eddie Vedder among
many others.
The documentary incorporates live readings and musical performances woven together
with archival footage and photographs, and celebrates those dissenting voices, who
made a difference speaking up against and fighting injustices. Alternative is proud
to support the voices from our history and present, who addressed our primary historical
challenges: women, war, class and race.
As a keepsake for the film and its message, guests will be able to select one of
three graphics from The People Speak poster art by influential artist Shepard
Fairey, and have it printed on a super-soft, eco-friendly t-shirt provided by Alternative.
Additional event sponsors include Sohomuse.com, an exclusive 3D escape where the
creative professional and cultural world can connect, create and collaborate; as
well as SEIU (seiu.org),
the fastest-growing union in the Americas focused on uniting workers in healthcare,
public services and property service; and American Rights at Work (www.americanrightsatwork.org), informing
the American public about the struggle to win workplace democracy for nurses, cooks,
computer programmers, retail cashiers, and a variety of workers who we all depend
on every day. Invitation Only. Cocktails and hors d’oeuvres will be served.
Featuring:
Woody Harrelson, Benjamin Bratt, Josh Brolin, Melissa Leo, Wyclef
Jean, Rich Robinson, authors Howard Zinn and Anthony Arnove, Chris
Moore (Project Greenlight), and more.
Where:
Greenhouse at Sky Lodge Resort
201 Heber Ave (at Main Street)
Park City, UT
When:
Thursday, January 22nd, 2009
3pm-5pm
The reception follows a reading by cast members and live musical performances by
Wyclef Jean and Rich Robinson of the Black Crowes at the Sundance ASCAP Music Café
-
Leading Lifestyle Company Unveils Mobile Retail Installations Showcasing Brand’s
Creative Culture and Exclusive Styles in Hollywood and Santa Monica This Month
November 19, 2008 - Alternative today announced Limited Addition, a mobile
retail program launching with two short-term brand installations in Hollywood and
Santa Monica on November 20th, 2008. The stores will feature the latest styles from
Alternative, including the brand’s organic and eco-friendly collection, Alternative
Earth; various layering essentials from the newly released Alternative Orange Label;
and original pieces from Alternative’s design studio. As part of the merchandise
mix at the Hollywood location, the shopping experience will also incorporate complementary
brands in product categories such as footwear, accessories and denim. Limited Addition
is a nod to each new installation and product assortment, ranging from signature
soft basic t-shirts to one-of-a-kind knits, leather belts and special edition jeans.
“Limited Addition is a fresh and timely concept both for us as a company and for
consumers,” said Greg Alterman, Founder and Creative Director, Alternative. “It
allows us to get to know different markets further, perfect our merchandise mix
accordingly, and identify ideal store designs. We’ve watched our customer base grow
significantly from our web business over the last year, and it’s great to be able
to extend Alternative’s culture and product beyond the virtual world.”
“Limited Addition aims to maximize valuable opportunities in relevant locations
and reach our target consumer where they are interacting,” added Evan Toporek, Chief
Operating Officer, Alternative. “We’re at an exciting time as a company, and our
nimble infrastructure and ‘in-stock’ inventory model allows us to quickly merchandise
a retail location, and present complete and unedited Alternative collections in
a way we never have before.”
Alternative’s Limited Addition installations follow the company’s first foray into
the bricks and mortar retail arena, “15 Minutes with Alternative and Matt Sohl”
at Fred Segal Flair in Santa Monica, which debuted in August of this year. The Limited
Addition concepts are and planned for multiple cities across the country, and serve
to reinforce Alternative’s free-thinking philosophy and support of music, art, film,
fashion, and all things creative. These installations are Designed and Built by
Winston Retail.
The Hollywood installation is located at 1555 N. Cahuenga Blvd, and will be open
until January 15th, 2009. The Santa Monica experience at 1512 Montana Avenue will
be open through March 15th, 2009.
-
Attendees Encouraged to Get Creative AND Help the Environment at Alternative’s ‘Design
a Tee, Plant a Tree’ Activity Area
September 15, 2008 - New York’s most anticipated family carnival has gotten
a makeover! On Saturday, September 20, the Kids for Kids Celebrity Carnival to benefit
the Elizabeth Glaser Pediatric AIDS Foundation will move uptown to the Park Avenue
Armory, where celebrities from the worlds of film, fashion, television, sports,
art and society will come together to volunteer their time as “heroes” working carnival-style
game booths to raise funds for the Foundation’s programs. The guest list includes
such talents as Leighton Meester, Nigel Barker, Meredith Vieira, Helena Christensen,
Lorraine Bracco, Selita Ebanks, Bobby Flay, Kerry Butler, Ali Lohan, Jeff Koons,
Cynthia Rowley, Kenneth Cole, and many more.
Alternative, back for the second year in a row, is designing another memorable experience
for kids with its “Design a Tee, Plant a Tree” activity booth. As official apparel
and headwear provider for the event*, and kids and adults of all ages will be able
to visit Alternative’s Green Forest to decorate t-shirt “leaves” to hang throughout
the forest booth. Each t-shirt leaf will represent a tree that Alternative will
plant on the guest’s behalf through the Arbor Day Foundation.
“Kids for Kids” is one of the most anticipated family events in New York City. In
addition to interacting with their favorite celebrities, guests are treated to an
array of culinary treats from some of New York’s favorite restaurants, including
BondSt, Dos Caminos, Fred’s at Barney’s New York, L'Atelier de Joel, Mercer Kitchen
and more! The event is expected to raise nearly $2 million to support the Foundation
and its programs.
*Alternative is providing eco-friendly super-soft tees from its Alternative Earth
collection for the commemorative carnival t-shirt, as well as vintage-inspired headwear
for participating celebrity “Heroes.”
About the Elizabeth Glaser Pediatric AIDS Foundation
The Elizabeth Glaser Pediatric AIDS Foundation is the worldwide leader in the fight
against pediatric AIDS. The Foundation’s innovative research programs, collaborative
training initiatives, advocacy efforts, and rapidly expanding international prevention
and treatment programs are bringing hope to the lives of children and families affected
by AIDS worldwide. To learn more about the Foundation and its programs, visit the
Web site at www.pedaids.org.
-
Women’s Lifestyle Collection Debuts with Versatile Wardrobe Essentials Featuring
Unique Washes and Signature Soft Fabrics for Understated Chicsters Everywhere
August 19, 2008 – Alternative, premium fashion statements inspired by and
created for free-thinking people everywhere, is excited to announce the launch of
Alternative Orange Label, a versatile and sophisticated lifestyle collection for
the fashionable, confident female. Expanding on the super-soft fabrications and
innovative wash treatments that Alternative is known for, Alternative Orange Label
will premiere with 17 mix and match styles, including flirty tops, feminine dresses,
fitted loungewear and tailored jackets. Every style will have a word of inspiration
sewn inside, such as “think free,” “live” and “dream,” giving each its own personality.
“Alternative Orange Label is for the imaginative, independent woman who has a seemingly
effortless approach to fashion,” said Greg Alterman, founder and creative director,
Alternative. “The collection is made up of timeless pieces for the woman who likes
to express her creative style by layering and mixing ‘high’ with ‘low.’ Orange Label
offers a premium designer line that is always in stock, uses high quality fabrics
and washes, and is well priced. We’re really excited to introduce it this fall.”
The collection’s “wardrobe ready” styles are designed for layering, providing perfect
day to night dressing for women on the go. Featuring unique jersey and Pima fabrics,
the premiere palette is made up of smoky grays and rich neutrals, accompanied by
soft pops of color. Maintaining Alternative’s vintage appeal, flattering fits and
attention to detail, everything carrying the Alternative Orange Label is exceptionally
soft, remarkably comfortable, and features a distinctive orange stitch.
Alternative Orange Label is showing at the Project Global Tradeshow in Las Vegas
next week (August 26-28) at Booth 4070, and will be available for purchase later
this Fall in select department stores and specialty boutiques nationwide. Retail
prices range from $36 for a basic crewneck top to $158 for dresses. www.alternativeorange.com.
-
August 15, 2008 -- Alternative, premium fashion statements inspired by and
created for free-thinking people everywhere, is introducing “Candy Dandy” as part
of a brand new retail experience, 15 Minutes with Alternative and Matt Sohl at Fred
Segal Flair in Santa Monica on August 16th, 2008. An innovative collaboration between
Alternative’s founder and creative director, Greg Alterman; contemporary artist
Matt Sohl; owner of Fred Segal Flair, Jeannine Braden; and creative director John
Moore, 15 Minutes with Alternative and Matt Sohl will feature over sixty styles
from Alternative’s Fall collection, including super-soft burnouts, eco-friendly
tops, and accessories in a variety of candy colors for men and women. As part of
the experience, an exhibition of 15 original Sohl paintings will hang in the space,
and limited edition Alternative t-shirts featuring the same hand-painted designs
will be numbered and signed, and available exclusively at the store and online at
Alternative’s website while supplies last. An invitation-only launch event will
take place on the evening of August 21st, and the installation will extend through
September 30th, 2008.
Part retail experience and part cultural exhibition, the 15 Minutes concept brings
the artist and designer together in a revolving show, presenting a carefully curated
mix of the newest bodies of work from each. 15 Minutes with Alternative and Matt
Sohl will cohesively introduce different parts of Alternative’s new collection and
ad campaign, “Candy Dandy,” and incorporate signature brand elements, such as multi-layered
dressing room curtains made entirely from its popular cotton/polyester burnout material.
“We have been waiting for the right opportunity to test LA’s retail market and I
couldn’t think of a better creative platform for us than 15 Minutes,” said Alterman.
“We’re honored to launch 15 Minutes with John, Jeannine, and Matt, and tell the
Alternative story to everyone who comes in to experience the concept over the next
45 days. 15 Minutes is a brilliant canvas to present a designer’s vision as it was
meant to be, and I’m excited to invite people inside our design studio to be inspired."
"Alternative represents creativity and the classic California lifestyle, and we
are thrilled to have them kick off the first exhibition of 15 Minutes at Fred Segal
Flair,” said Moore. "This experience is not a pop-up store, but rather a show or
destination to awaken the senses. It’s a brand’s custom play list; their favorite
art; the statement they make. 15 minutes showcases a designer’s intrinsic soul and,
in Alternative’s case, that soul is about confidence, freedom of expression -- and
perfectly worn, super-soft tees to be worn wherever, whenever.”
Marking Alternative’s first foray into the retail store arena, the "Candy Dandy”
merchandise mix will include the brand’s most popular basics, velvety Pima A-line
tees, various styles from Alternative Earth’s new Eco-Vertigrain line, and perfectly
flattering capri leggings. Prices range from $30-$60 and are available in XS-XL.
About 15 Minutes at Fred Segal Flair
Every 15 minutes, Jeannine Braden and John Moore are inspired to jump into 15 new
projects. Originating when the two met in 1998, the plan for 15 Minutes officially
launched in July 2008 as an all-encompassing artistic experience; a cultural meeting
place where designers, artists, shoppers, and the like come to play, meet, and be
inspired. Marked by a shared love of everything California, and a common approach
to the creative process, Braden and Moore established 15 Minutes at Fred Segal Flair
as a blank canvas for various designers to showcase an unedited, thoughtfully compiled
collection.
15 minutes at Fred Segal Flair is a revolving installation of well known and emerging
designers and artists. Fusing the worlds of fashion, art, music, and design, 15
Minutes at Fred Segal Flair offers the opportunity to look, touch, smell, hear and
wear all aspects of each designer’s core concept. www.fredsegal.com.
-
Brand’s Dedication to Emerging Artists and Free-Thinking People Reinforced as Featured
Merchandise Provider for Festival, August 22-24
August 12, 2008 -- Alternative, premium fashion statements inspired by and
created for free-thinking people everywhere, today announced its involvement with
San Francisco’s Outside Lands Music and Art Festival, one of the most highly anticipated
entertainment festivals of the year, kicking off at Golden Gate Park on August 22,
2008. As part of the partnership, Alternative will be the featured t-shirt provider
for festival merchandise, and will have a temporary retail store on site to showcase
the brand’s newest, super-soft eco-friendly and organic styles. In addition, Alternative
will be hosting an interactive photo booth to capture the experiences of music fans
and offer festival attendees a digital keepsake.
“Alternative is excited to be part of Outside Lands Music and Art Festival, and
what better place for a weekend full of music and creative expression than at the
Golden Gate Park!” said Greg Alterman, CEO and Creative Director, Alternative. “The
line up for the event is incredible and we’re happy to be able to support everyone
involved, from the well-known artists to the break out performers and all the fans
in between. I’m most looking forward to seeing snapshots from Alternative’s interactive
photo booth--and, of course, checking out how everyone rocks their Alternative tees.”
San Francisco’s Golden Gate Park is the third most visited park in America, hosting
13 million visitors annually. The Outside Lands Music & Arts Festival will take
place at the Polo Fields, Speedway Meadow, and Lindley Meadow. Alternative will
be located at the Polo Fields, documenting the weekend’s experiences for the community
section of its website via daily interviews, photos and highlights.
About San Francisco Outside Lands Music & Art Festival
Outside Lands is a multi-day music and arts festival in Golden Gate Park that will
draw inspiration from the diverse city of San Francisco to ensure an unparalleled
entertainment experience. There will be interactive attractions, performance artists,
and art installations in addition to 6 stages of music to enhance the spirit of
community. The 2008 festival will feature over 50 bands including Radiohead, Tom
Petty, Jack Johnson, Beck, Wilco, and many more. www.sfoutsidelands.com.
-
June 5, 2008 -- Alternative, premium fashion statements inspired by and created
for free-thinking individuals everywhere, announced today that it has entered into
a partnership with Rosewood Capital, whereby Rosewood has acquired a non-controlling
equity position in Alternative. The existing management team will continue to lead
the company. Alternative’s founder, chief executive officer and creative director,
Greg Alterman, and chief operating officer and co-owner, Evan Toporek will continue
to own a significant portion of the company. Other terms of the transaction were
not disclosed. TM Capital Corp. served as Alternative’s financial advisor for the
transaction.
"Alternative has experienced tremendous demand over the past several years,
and we decided it was time to add more fuel to the growth of our company and brand,
from both a financial and strategic standpoint," said Alterman. "We feel
like we have found an ideal partner in Rosewood and are excited for the future.
We believe that Rosewood’s broad network of experienced consumer experts will be
an amazing strategic resource as we take the company to the next level."
"Rosewood is thrilled to partner with Alternative and help the company build
on the impressive foundation it has already established," said Tim Burke, a managing
director at Rosewood. "Greg, Evan, and the team have demonstrated that they
can deliver industry leading fabrications and styles, repeatedly, and can manage
the rapid growth that is transpiring as consumers seek out the Alternative brand.
We look forward to working with this creative and passionate group as they enable
people to uniquely express themselves by wearing Alternative."
Evan Toporek added, "What excites us about partnering with Rosewood, other
than a stellar track record, is that we share an unwavering commitment to brand
building, not just business building. Through this partnership, we expect to expand
our product lines and enhance our flexible infrastructure, while we continue to
nurture the progressive culture that has created such a loyal following."
Jim Grien, president of TM Capital Corp, said, "Alternative has been a very
gratifying client to work for and Rosewood’s professionalism is nothing short of
extraordinary. It is rewarding to collaborate with individuals when you know that
what you are doing will make a real difference in the evolution of their business.
This partnership is compelling on many levels."
Alternative distributes products for men, women, babies and 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.
About Rosewood Capital
Rosewood Capital is a leading investor in premier high-growth consumer companies
driven by exceptional management teams and proven business models. Rosewood is based
in San Francisco and manages over $500M in equity, focused on dominant brands, category
innovators/creators and emerging or underserved markets. Rosewood is a value-added
partner with 20 plus years of consumer investing experience and a network of executives
from some of the country's best-known consumer brands (Gap, Starbucks, eBay, etc.).
Rosewood is proud to have helped grow brands such as Under Armour, Cobalt Boats,
Clarisonic, Anna’s Linens, 3 Day Blinds, Jamba Juice and Noah’s Bagels. For more,
visit www.rosewoodcap.com.
-
June 4, 2008 -- Alternative, premium fashion statements inspired by and created
for free-thinking individuals everywhere, today announced its support of the Elizabeth
Glaser Pediatric AIDS Foundation for the second year in a row, beginning with the
organization’s trademark events: "A Time for Heroes” presented by Disney in Los
Angeles on Sunday, June 8th, and “Kids For Kids” family carnival in New York on
Saturday, September 20th. Alternative has signed on to be the official apparel partner
for both events, providing super-soft eco-friendly commemorative shirts, and vintage-inspired
headwear for participating celebrity “heroes.” As part of the relationship, Alternative
will also provide the event volunteer shirts.
In addition to its apparel contribution, Alternative will have an activity booth
at each event -- ‘Design a Tee, Plant a Tree’ – where kids of all ages will have
the opportunity to decorate tshirt “leaves” for the trees in Alternative’s Green
Forest. For each shirt that is added to the trees in the activity area, Alternative
will plant a tree on the child’s behalf through the Arbor Day Foundation. Every
guest will also leave with an Alternative Earth Kit, complete with an eco-friendly
tshirt, fabric markers, flower seed packet and planter.
“I am excited to be supporting such an important and relevant organization as the
Elizabeth Glaser Pediatric AIDS Foundation again this year,” said Greg Alterman,
founder and creative director, Alternative. “The energy and spirit of ‘A Time for
Heroes’ and ‘Kids For Kids’ is amazing, and it’s a great feeling to know we are
making a difference within local communities and around the world. We are honored
to be involved and look forward to the weeks and months ahead.”
“The Elizabeth Glaser Pediatric AIDS Foundation is thrilled to have Alternative’s
support again this year,” said Pamela W. Barnes, President and CEO of the Elizabeth
Glaser Pediatric AIDS Foundation. “We are so grateful that Alternative has once
again chosen to donate their valuable time and wonderful tees and hats to our carnivals.
It is the generosity of supporters like Alternative that allows us to continue our
mission to eradicate pediatric HIV/AIDS around the globe.”
The Elizabeth Glaser Pediatric AIDS Foundation’s carnivals gather families and friends
to support the organization’s noble fight against pediatric AIDS, with the goal
of giving every child a chance to live a healthy life. “A Time For Heroes,” the
original fundraising carnival established in 1988, will take place in Brentwood,
CA from noon-4PM. The event will gather the hottest celebrities and local restaurants
for a fun-filled afternoon of delicious food, carnival games and one-of-a-kind activities.
Last year, sports stars like Matt Leinart and Gabrielle Reece, along with celebrities
such as Molly Sims, Billy Crystal and Carmen Electra, helped raise money to continue
the Foundation’s lifesaving work. Celebrating the foundation’s 20th anniversary
this year, the events also honor the vision and legacy of Elizabeth Glaser.
About the Elizabeth Glaser Pediatric AIDS Foundation
The Elizabeth Glaser Pediatric AIDS Foundation is the worldwide leader in the fight
against pediatric AIDS. The Foundation’s innovative research programs, collaborative
training initiatives, advocacy efforts, and rapidly expanding international prevention
and treatment programs are bringing hope to the lives of children and families affected
by AIDS worldwide. To learn more about the Foundation and its programs, visit the
Web site at www.pedaids.org.
-
March 5, 2008 -- Alternative, premium fashion statements inspired by and
created for free-thinking people everywhere, today announced its exclusive partnership
agreement for the second year in a row with South by Southwest (“SXSW”), one of
the most highly anticipated music festivals of the year, taking place in Austin,
Texas from March 12-16, 2008. As part of the agreement, Alternative will be the
official t-shirt and headwear provider for SXSW’s festival merchandise, which will
be available for purchase at the SXSW General Store, online at www.sxsw.com, and at local stores
throughout Austin. In addition, Alternative will have a presence in the official
artist’s area of the festival, providing messenger bags with an Alternative tee
and headband, magalog, and information on special pricing for band merchandise and
customer concierge access.
“Alternative is very excited to be part of SXSW again this year,” said Greg Alterman,
CEO and Creative Director, Alternative. “We are dedicated to encouraging free-thinking
individuals from all walks of life, and are inspired by the group of artists and
fans that come together each year for this event. It’s great to be even more integrated
in the festival, enabling both the musicians and attendees to enjoy our product
and philosophy.”
“This festival delivers the ultimate experience for the music community, bringing
together artists, executives and fans for a week of sharing music, ideas and expression,”
said Darin Klein, festival organizer, SXSW. “We couldn’t have chosen a better merchandise
provider than Alternative, and are thrilled to partner with the company for a second
year in a row. We appreciate Alternative’s ongoing support of the festival, the
artists and the fans who make SXSW what it is, and look forward to a great event.”
Located at Booth 818 on the main tradeshow floor in the Austin Convention Center,
Alternative will celebrate its partnership with SXSW with its first online promotion
for the company’s redesigned web site, offering festival attendees a 20% discount
on all web purchases. Additionally, interviews, photos and highlights from the festival
will be posted each night on www.alternativeapparel.com as part of the site’s community
For Free-Thinking People (4FTP), which celebrates and honors individuals who express
themselves through what they do, what they wear, and how they live.
The 2008 SXSW Festival stretches across five nights and presents over 1700 musical
performers within genres ranging from hip-hop to alternative country. In addition
to the performances, SXSW provides a venue for music executives and artists to come
together and participate in industry panel discussions, interviews, demo listening
sessions, and the SXSW mentor program.
About SXSW Music Conference & Festival
The SXSW media and music conference showcases over 1700 of musical acts from around
the globe on over seventy stages in downtown Austin. By day, conference registrants
do business in the SXSW Trade Show in the Austin Convention Center and partake of
a full agenda of informative, provocative panel discussions featuring hundreds of
speakers of international stature.
-
2nd Annual Award Event Recognizes Premium Lifestyle Brand’s Contribution to Atlanta’s
Economy
December 4, 2007 -- Alternative, premium fashion statements created for and
inspired by free-thinking people everywhere, has received the 2007 Client Advisor
Award for a Mid-Size Client Organization. Marking an excellent year for Alternative,
the company continued its growth in the wholesale business, enjoyed triple-digit
increases in retail and consumer sales, and opened distribution internationally
in countries including Japan, Europe, Canada, Australia, and New Zealand. Alternative’s
strategic efforts and worldwide expansion were rewarded at The 2nd Annual Client
Advisor Awards event, which took place at Atlanta’s exclusive Piedmont Driving Club.
“During this ongoing period of high growth, we have leaned on professional service
organizations to help many of our business functions mature and keep pace,” said
Evan Toporek, chief operating officer, Alternative. “This achievement gives us confidence
that we are doing things the right way.”
Developed in partnership with Creative Growth Group, Inc. and Atlanta Business School
Alliance (ABSA), the Client Advisor Awards recognizes companies that have demonstrated
a first-class approach to the relationship between professional services firms and
their clients. Nominees were evaluated based on their excellence in five areas:
collaboration, creativity, content and value orientation, capability and credibility.
In its second year, the number of nominations, sponsors and attendees doubled from
2006.
-
Premium Lifestyle Apparel Brand Goes Green with Organic Lines for Men, Women and
Kids
July 31, 2007 – Alternative, premium fashion statements inspired by and created
for free-thinking individuals everywhere, today announced the launch of Alternative
Earth, a collection of the brand’s signature, super-soft crews and scoop necks made
from 100% organic cotton. Alternative Earth also features an eco-friendly line of
the best-selling vintage heather tees manufactured with organic and recycled poly,
and naturally occurring rayon fibers. The eco-heather styles include a traditional
crew,
a scoop neck tee and a unisex henley, as well as hoodies, loungewear, and a baby/toddler
tee.
Alternative’s organic cotton is grown using methods and resources that have a low
impact on the environment. The production systems replenish and maintain soil fertility
and reduce the use of toxic pesticides, while the brand’s recycled poly components
are made from plastic food containers and drinking bottles. In order to retain Alternative’s
signature softness, the organic styles go through a heavy enzyme biodegradable fabric
rinse called a satin wash. All pieces from the Alternative Earth collection are
fabric dyed with materials that do not contain heavy metals or other known toxic
substances.
"Our philosophy for Alternative Earth is simple: Make a difference with what you
wear," said Greg Alterman, CEO and creative director, Alternative. "As people all
over the world are taking steps to lessen their negative ecological footprint by
being conscientious of our resources, buying organic foods, and using more eco-friendly
products, we recognize the importance of doing our part. Alternative is working
to make a difference by enabling our consumer to wear their favorite tees, while
being mindful of Mother Earth at the same time."
Alternative Earth is not the only example of the company’s commitment to "going
green." Just recently, Alternative formed GGA – Go Green Alternative -- a committee
of employees responsible for making their offices and staff more environmentally
conscious. Alternative already uses recycled packaging for all outgoing shipments,
recycles paper and corrugated boxes, and stocks only recycled paper products in
the restrooms and break rooms.
Alternative Earth, and its exclusive online store, alternativeearth.com, officially
debuts on August 1, 2007 with twelve pieces. Retail prices range from $28 dollars
for a basic crew to $45 for a long sleeve pullover hoodie, and a percentage of all
sales will be donated to a variety of charities benefiting the environment.
-
Premium Lifestyle Apparel Brand to Sponsor Foundation’s Signature New York and Los
Angeles Events
April 26, 2007 – Alternative, premium fashion statements inspired by and
created for free-thinking individuals everywhere, today announced its support of
the Elizabeth Glaser Pediatric AIDS Foundation, beginning with trademark events,
the Kids For Kids Family Carnival in New York on Saturday, May 19th, 2007,
and A Time for Heroes Celebrity Carnival in Los Angeles on Sunday, June 10th,
2007. Alternative has signed on to be the official apparel partner for both events,
providing the brand’s signature super-soft tees for the commemorative carnival t-shirt
and vintage-inspired headwear for participating celebrity "heroes."
As part of the relationship, Alternative will also provide all of the event volunteer
t-shirts. In addition to its apparel contribution, Alternative will have a branded
activity booth at each event, offering kids a variety of t-shirt canvases to express
themselves. Kids For Kids takes place in the West Village, bringing together
New York’s greatest restaurants, artists, celebrities, corporate leaders, and families
for a unique celebration of hope. With celebrity heroes and notable artists manning
each rock n’ roll-inspired activity, the special afternoon will be an interactive
experience that helps raise money to help fight pediatric AIDS.
A Time For Heroes, the original Elizabeth Glaser Pediatric AIDS Foundation
fundraising carnival, follows in Brentwood, CA. The carnival gathers the hottest
celebrities in town and some of LA’s greatest restaurants, corporate leaders, and
families for a fun-filled afternoon of unbelievable food, carnival games and one-of-a-kind
activities. Last year, sport stars like Kobe Bryant and Kelly Slater, along with
celebrities such as Ellen Pompeo and Marcia Cross, helped raise money to continue
the Foundation’s lifesaving work.
"I am very proud to be associated with such a worthwhile and beneficial charity,"
said Greg Alterman, CEO and creative director, Alternative. "The spirit of Kids For
Kids and A Time for Heroes aligns perfectly with Alternative’s free-thinking
philosophy, and it’s amazing to feel we can make a difference within local communities
and around the world. We look forward to building our relationship with the Elizabeth
Glaser Pediatric AIDS Foundation beyond the upcoming carnivals, and to making a
notable contribution to fighting pediatric HIV/AIDS."
"The Elizabeth Glaser Pediatric AIDS Foundation is excited to have Alternative as
our apparel partner for this year’s Kids For Kids and A Time for Heroes
events," said Suzanne Mink, vice-president of the Elizabeth Glaser Pediatric AIDS
Foundation. "The commemorative t-shirt is always loved by our guests and celebrity
heroes, and with Alternative providing this year’s shirts, they’ll be even more
in demand. We welcome Alternative into our network and are excited about working
together on other initiatives in the future."
The Elizabeth Glaser Pediatric AIDS Foundation’s signature events bring friends
and supporters of the organization together in appreciation of the successes achieved
since its establishment in 1988, while helping raise funds to ensure that every
child has a chance to live a healthy life. The relationship with the Elizabeth Glaser
Pediatric AIDS Foundation marks Alternative’s first alliance with a non-profit organization.
About the Elizabeth Glaser Pediatric AIDS Foundation
The Elizabeth Glaser Pediatric AIDS Foundation is the worldwide leader in the fight
against pediatric AIDS. The Foundation’s innovative research programs, collaborative
training initiatives, advocacy efforts, and rapidly expanding international prevention
and treatment programs are bringing hope to the lives of children and families affected
by AIDS worldwide. To learn more about the Foundation and its programs, visit the
Web site at www.pedaids.org.
-
Alternative to Donate T-shirts for Live Screen Printing Event To Benefit Non-Profit
Women’s Organization, GEMS
January 19, 2007 – Alternative, premium fashion statements inspired by and
created for free-thinking individuals everywhere, today announced a creative collaboration
with Swindle magazine and Royal Elastics at the 2007 Project Global Tradeshow in
New York City, taking place January, 22-24, 2007 at Pier 40. Graphic artist Rocky
Grimes (printdamaged.com), known for his one-of-a-kind designs, will stage live
screen printings of his exclusive creations at the special Swindle lounge on Project’s
red carpet. Using Alternative "canvases," these customized Royal Elastics t-shirts
will be provided to Project attendees in exchange for a suggested donation to GEMS,
a non-profit organization based in Harlem, NY, that provides young women with critical
educational and mentoring services.
"Alternative is thrilled to be working with Royal Elastics, Swindle and GEMS," said
Greg Alterman, CEO and creative director, Alternative. "It’s exciting to have our
t-shirts as the creative canvas for such an inventive brand like Royal Elastics,
and we applaud Swindle’s pioneering and influential voice. We’ve worked with Rocky
in the past and his artistic vision represents what Alternative is all about – creativity,
self-expression, and individuality. This event is also a great opportunity to support
many of our customers who are showing and buying at Project, while recognizing and
giving back to a worthy cause."
"I’m excited to work together with innovative brands like Royal Elastics and Alternative
in support and recognition of GEMS," said Roger Gastman, editor-in-chief, Swindle.
"My goal for this alliance at Project New York is to promote the importance of connecting
community and philanthropy within the art, design, and fashion industries."
Since 1999, GEMS (gems-girls.org) has helped hundreds of girls, ages 12-21, who
have experienced sexual abuse and violence to exit abusive lifestyles, develop to
their full potential and create viable careers. GEMS provides young women with empathetic,
consistent support and viable opportunities for positive change.
About Royal Elastics
Royal Elastics (royalelastics.com) is an innovative shoe brand, known for their
lace-less, elasticated sneakers. The company’s fleur logo and airport friendly shoe
designs have become symbols of modern innovation in footwear.
About Swindle
Published by Roger Gastman and Shepard Fairey, Swindle (swindlemagazine.com) is
the definitive lifestyle and pop culture magazine for taste-making professionals.
Swindle features the brightest young artists today, including many who contribute
work exclusively for Swindle content.
About PROJECT
Launched in 2003 and held bi-annually in New York and Las Vegas, PROJECT (projectshow.com)
is the foremost premium and contemporary global tradeshow where the best of the
best in men’s, women’s, kids and accessories gather to show, buy, network and define
next year’s trends.
-
Premium Lifestyle Apparel Brand Brings Its Popular Styles and Signature Softness
to Infants and Toddlers
January 3, 2007 -- Alternative, premium fashion statements inspired by and
created for free-thinking individuals everywhere, today announced Alternative Kids,
a collection of super-soft t-shirts for infants and toddlers. Inspired by popular
Alternative styles and fabrics made for creative men and women, the Alternative
Kids collection hits stores in January, and includes a onesie, a basic crew, and
a long sleeve thermal in a variety colors, with sizes ranging from 3-6 months, 6-12
months, 12-18 months, 2T, 3T, and 4T.
Alternative Kids features fifteen styles in Alternative’s best-selling fabrics and
washes -- including basic solids, burnout, argyle, camo and printed thermals --
and all pieces are pre-washed to Alternative’s signature softness. Similar to the
adult collection, Alternative Kids will introduce new fabrics, washes and styles
throughout the season, allowing the whole family to stay ahead of fashion trends.
"We’re extremely excited to launch Alternative Kids," said Greg Alterman, CEO and
creative director, Alternative. "We have had so many requests from our customers
to create a mini-Alternative line because a high-quality, stylish kids blank apparel
product is not available in the infant market. The addition of Alternative Kids
is a natural progression for us, and the response to the collection so far has been
phenomenal."
As Alternative’s wholesale apparel business continues its strong growth, the demand
in the retail market has escalated as well. In April 2006, the company opened its
flagship boutique in Atlanta, GA and has been developing a presence and very loyal
following in the retail space.
Alternative Kids supports the company’s expansion into retail, and its commitment
to providing its customers -- big or small -- with a premium, comfortable, fashionable
canvas for self-expression. Retail prices for Alternative Kids range from $22.00
for a onesie to $30.00 for a long sleeve thermal. Additional styles and sizes will
follow in early 2007.