Alternative to Showcase an “Oasis of Color” at L.A. Fashion Week

On Tuesday, October 16th at Vibiana, Alternative will unveil its latest spring line, “Oasis of Color,” which features rich textures, sun-bleached desert washes, bold prints and a vibrant color palette, all inspired by the unique landscape of California’s Palm Springs desert. Following several well-received fashion showcases during L.A. Fashion Week, Alternative is proud to partner this year with L.A. Style Fashion Week and officially participate in the fashion presentation line-up. Seasoned stylist Ilaria Urbinati will be bringing her innovative ideas to Alternative’s upcoming collection to craft one-of-a-kind looks and style the show. Check out our blog for photos and a fashion show recap following the event.

  Watch the Video
  Style Fashion Week L.A.


Alternative + Reworked: An Inspired Collaboration

As part of this year’s Fashion’s Night Out on Thursday, September 6th from 7pm-11pm, Alternative’s Abbot Kinney flagship store will celebrate the launch of our new Reworked Collection featuring our favorite styles, reconstructed and repurposed with hand-crafted vintage accents by Reworked Goods. Inspired by Reworked co-founders Randy and Matt Freedman’s love of music, each specially designed style has been detailed with mid- century guitar straps from the 1950s and 1960s to give our signature vintage-soft clothes and accessories a truly Alternative edge. Born out of an unflinching passion to seek found fabrics, patterns, trims and hardware, Reworked Goods creates a full range of unique accessories for men, women and kids of all ages.

  Alternative Abbot Kinney
  About Reworked Goods
  Fashion’s Night Out


Alternative + A Fine Frenzy: A Collective Project

Alternative is excited to announce its first collective project for charity featuring a limited-edition t-shirt collaboration with A Fine Frenzy’s Alison Sudol and L.A. screen- printers Family Industries. As part of the creative collaboration, Alternative is releasing three limited-edition tees to be sold exclusively in the Alternative flagship store in Venice CA. Inspired by Sudol’s own words and sketches, the t-shirts will be benefit the International Union for Conservation of Nature (IUCN) for which Sudol serves as goodwill ambassador. To kick off the partnership, Sudol will host an event at Alternative’s Venice store on August 20 from 2-5pm where friends of Alternative and fans of A Fine Frenzy will be able to shop Sudol’s nature-inspired tee designs.

  Event Photos
  Watch the Collaboration Video


Alternative + Foam DIY Design Workshop

On Saturday, July 21, Alternative and Foam Magazine will join forces in Alternative’s Abbot Kinney store for a fun-filled “Do-It-Yourself” design workshop. The event, from 1-4pm, will feature DIY projects by Foam’s featured blogger Aimee Santos and Alternative’s own Design Director Lissa Zwahlen. Guests will have fun creating their own designs with the help of Lissa and Aimee and also enjoy refreshments by Izze and special in- store discounts.

  Alternative Flagship Retail Store
  Foam Magazine


Alternative’s Flagship Store Grand Opening

On April 21st, Alternative will celebrate the highly anticipated Grand Opening of its first flagship retail store in Venice, California with an open house for the entire Alternative family, friends of the brand and the Venice community. In honor of Earth Day, the event will feature organic cocktails courtesy of VeeV and local fare by Venice Ale House. The Earth Day Grand Opening celebration will extend through the weekend as visitors enjoy special discounts on Alternative Earth items and more top-selling styles.

  Check Out the Store
  Event Photos
  Event Footage


Season of Change

On Tuesday March 15th, Alternative will unveil its new fall 2011 collection in a fashion presentation at Palihouse in West Hollywood. Inspired by natural elements, the event will showcase our latest head-to-toe looks for the fall season, including organic bags, cozy outerwear and chunky sweater knits in autumnal hues, prints and weathered washes. Styled by Ilaria Urbinati with hair by Erin Moffett and Candice Birns and makeup also by Moffett, the show will also feature a performance by L.A.’s Silverlake Chorus and music by DJ Donovan Leitch. Stay tuned for more on the fall collection, launching July 2011!

  Event Photos
  Event Footage


Mercedes-Benz Fall Fashion Week

Alternative is proud to sponsor the largest global fashion event worldwide for the third year in a row. As the official t-shirt sponsor for Mercedes-Benz Fall Fashion Week, the leading fashion basics brand will provide its vintage-soft event tees for the Fashion Week staff, volunteers and crew this February. Once again, top designers, celebrities and tastemakers will converge at New York City’s Lincoln Center as Mercedes-Benz Fashion Week hosts three runway venues: the Theatre, Stage and Studio, as well as a fourth presentation space called the Box for designer presentations, industry forums, press conferences and more Fashion Week activities.

  Mercedes-Benz Fashion Week

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