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08.2008
Alternative Press
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GREG ALTERMAN, founder and creative designer of T-shirt company ALTERNATIVE APPAREL, is a humble man of few words. So humble, as a matter of fact, he didn’t even want us to list his own top five fave products! But Alternative’s clothes pretty much speak for themselves: Cozy, paper-thin tees and hoodies, broken-in duffel bags, even hats that look like you inherited them from your super cool grandpa. Plus, Alterman is truly concerned about the planet (witness the organic cotton Alternative Earth line and support of charities like Wildlife Trust) and the quality of life of their workers. Alternative places a strong emphasis on creativity and free-thinking, supporting awesome events like Silverlake Conservatory of Music Benefit Concert in Los Angeles and profiling up-and-coming bands in their “magalog” (sort of like Alternative’s cross between a magazine and a catalog). No wonder bands like Simple Plan, Georgie James, and Panic At The Disco all rock Alternative.
How did Alternative come together?
In 1995, there was nothing on the market I wanted to wear, so I created a T-shirt for myself – one I would want to wear; one I could call my favorite because of its great fit and feel.
Is there special meaning to the company name?
Yes, Alternative by definition is the choice between two mutually exclusive possibilities. We try our best to differentiate from the competition without really watching what they’re doing. We generally take the road less traveled in terms of our design and marketing. We also focus on the “alternative” in all of us: How one lives life differently from the rest, has the confidence to be themselves and expresses their individuality however they choose. This resonates in our designs, our culture, our people and our customers.
Where does your inspiration come from?
I look to the past for the most part to find my inspiration for designs and I incorporate innovative, proprietary fabrics from today.
What do Alternative’s clothes say about the person wearing them?
It says they are confident, independent and creative. We are inspired by free-thinking, colorful individuals from all walks of life and believe people can be themselves in our clothing.
What is the best and worst thing about your job?
Best part: I love what I do (even 20 years later!). Worst part: I can’t put every design I create in the line. Customers only actually get to see about 10 percent of what I design.
What does the future hold for Alternative?
Blue skies may be in the form of retail stores, maybe a new label or two, and we will continue to invest in our strong foundation to weather any storm that may be ahead in today’s fickle economy.
What fashion trend do you wish would die a slow, painful death?
High-waisted jeans. Oh, and cowboy boots.
What advice do you have for budding fashion designs who want to do what you do?
Go for it. Don’t be afraid to take a leap of faith and follow your instincts. Anyone can be a designer if they want to and the sky is the limit.
TOP FIVE FAVES
Alternative Apparel items as chosen by Greg Alterman
- The Don Henley Cute and clever name for a henley tee, no?
- Perfect Crew Tee The softest cotton in the world. It truly is the “perfect” tee.
- Verti-grain Mr. Rogers Cardigan So thin you can wear it in the summer, the Mr. Rogers cardi is made with earth-friendly, eco-heather yarn.
- Rocky Zippered Hoodie Just your basic earth-friendly hoodie that goes with absolutely everything you already own.
- P.E. Tee Dread P.E. class no more!
For more info or to purchase Alternative Apparel, go to alternativeapparel.com.
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