Alternative Apparel

Founded in 1995, Alternative is a fashion lifestyle brand best known for comfort, simplicity and its commitment to sustainability. Through innovative apparel design and involvement in purposeful causes, it aims to connect people, inspire creativity and catalyze change. Alternative's Design Studio is located in Atlanta with an additional showroom in New York City. Corporate headquarters are also in Atlanta, Georgia. Our retail stores are located on Abbot Kinney in Los Angeles, Hayes Valley in San Francisco, and Soho in New York City.

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Tera Brand Scorecard
Good ForValuesCertificationsScore
Made of Recycled Materials Biodegradable 2
People & Animals
Ethically Made 1
Your Health
Organic 1
Your Wallet

From the beginning, we set out to recreate the softness and simplicity of our favorite vintage tee. Rooted in sustainable and eco-friendly practices, we use proprietary fabrics and specialty washes to make one-of-a-kind pieces that you will want to wear today and tomorrow and the day after. Rooted in sustainability. Softness is our story. Alternative is who we are.


We love our planet & we’re mindful of the impact we make on it & its people. Always striving to do more to lessen our impact. We’ve refocused our forward-thinking Alternative Eco® collection to include even more eco fabrics as we continue our efforts to #DoGoodFeelGood.


We love our planet & we’re mindful of the impact we make on it & its people. Packaging & distribution contribute to waste, so we use oxo-biodegradable mailer bags & have implemented a vendor recycling program. A majority of our factories are WRAP-certified, and all of them adhere to Fair Labor Association guidelines & workplace code of conduct. Our garments are crafted with sustainable materials & processes, including organic & recycled materials, low-impact dyes & water-conserving washes. Organic Cotton Approximately 60K lbs of organic cotton used annually in place of conventional cotton. Post-Consumer Recycled Polyester Approximately 1.8M plastic bottles recycled annually used in our Alternative Eco® fabrics. Low-Impact Dyes Low-impact dyes, biodegradable fabric softeners and washes with reclaimed water. Eco-Friendly Packaging 2,100 trees, 400 cubic yards of landfill, 860k gallons of water and 120 tons of CO2 conserved annually.