FASHION: ALTERNATIVE APPAREL EXCLUSIVE INTERVIEW/ CHAMPMAG.COM
Molly Raney, PR Manager
CHAMP MAGAZINE
Hollywood
CHAMP: So we got Molly representing Alternative Apparel to the fullest. How are you doing Molly?
Alternative Apparel: Great, thanks.
CHAMP: What was the vision Chief Creative Officer and Founder Greg Alterman had when starting up Alternative Apparel?
Alternative Apparel: Greg’s personal mantra has always been “be yourself, be authentic, and you’ll always be in style.” When he started Alternative in 1995, his mission was to incorporate that philosophy and create the perfect t-shirt: one designed for fashion, made for comfort and tailored for a flawless fit. Alternative has always been about more than designing clothes that look and feel great—we want our unique community of wearers to feel inspired and feel comfortable in their own skin.
CHAMP: How long have you been producing clothes for?
Alternative Apparel: Twelve years and counting. Alternative actually began under the name Alternative Headwear in 1995. The company then transitioned into apparel manufacturing when Greg decided he needed better t-shirts to print his designs on. After completely rethinking the t-shirt, he expanded the brand’s offerings to vintage-soft t-shirts and apparel in 1998 and changed the company name to Alternative Apparel, accordingly. We have been producing clothes with our signature vintage softness ever since.
CHAMP: Where are you guys based out of?
Alternative Apparel: Our corporate headquarters are located in Atlanta. We also have our primary design lab and showroom in Los Angeles and an additional showroom in New York.
CHAMP: In terms of designs and artistic direction for Alternative Apparel who comes up with the ideas?
Alternative Apparel: As Chief Creative Officer, Greg Alterman develops the majority of designs, managing all facets of product development and directing the company’s design team. In a collaborative effort, our designs begin with an inspiration—often music, art or culture—then materialize as conceptual sketches and finally evolve into a unique garment whose true meaning is solely defined by the individual wearing it.
CHAMP: Are the designs made in house or overseas?
Alternative Apparel: Each design originates in our L.A. design lab—a creative hub critical to the innovation of the company. Its LA location allows access to a variety of fabric sources, dye houses, and specialized manufacturers. As for production, we manufacture our products all around the world, including in the U.S., Peru and Egypt.
CHAMP: How many pieces do you guys produce a year?
Alternative Apparel: We produced and sold roughly 7 million pieces in 2009.
CHAMP: Who are some celebs you guys caught wearing your stuff or that you guys endorse?
Alternative Apparel: We are proud to have a loyal following of high-profile celebrities. Justin Timberlake, Mandy Moore and Jessica Biel are frequently spotted wearing Alternative, and we’ve also spotted Josh Duhamel and Fergie, Tom Cruise, Robert Pattinson, Courtney Cox, Nicole Ritchie and Beyoncé. The list goes on; I think celebs really connect with Alternative’s perfect marriage of comfort and style.
CHAMP: Of course fashion plays a big part in hip hop. What are your thoughts and views on the male skirt Kid Cudi was rocking on New Years?
Alternative Apparel: It was certainly a fashion statement. I believe Snoop rocked that look back in 2007 for the MTV Europe Music Awards though, so Cudi wasn’t the first. At Alternative, we believe in challenging the concepts of fashion; inherent self-expression is a driving force in our development. Whether it’s a t-shirt or a male skirt—or kilt, if you will—our clothes present an opportunity for fierce, uninhibited self-expression. How we accessorize and what we wear speaks volumes about the creative energy in each and every one of us.
CHAMP: Who do you think in the game has their swag or fashion sense up?
Alternative Apparel: Definitely Rihanna. She takes risks, but you can tell that, no matter what she wears, she is confident and comfortable in her own skin—a fashion philosophy which we at Alternative believe wholeheartedly in. Kanye West also has a great look, and the best part about it is that it’s not one-note. He switches things up and keeps the fashion world guessing.
CHAMP: Who are some clothing brands on the come up or on the underground that you guys are feeling at the moment?
Alternative Apparel: Alternative is always happy to support young designers and newcomers to the fashion scene. We recently had the opportunity to work with two up-and-coming designers at New York Fashion Week, Jeremy Scott and Richard Chai. As part of the collaboration, each of the visionary designers created signature looks using Alternative’s innovative fabrics and incorporated them into their respective runway shows. The exclusive pieces are going to be produced in limited runs and sold on Refinery29.com.
CHAMP: Are there any other areas of the fashion world you wanna explore?
Alternative Apparel: Absolutely. We’ve recently added outerwear and bottoms to the line, and we’re constantly working to develop new products and services to meet the needs of our clients. Over the next few years, we plan to expand our product offerings and break into new categories focused on the desires of our customers—that includes launching our own brick and mortar Alternative Apparel retail stores.
CHAMP: Where can people follow up and be up to date with new collections and anything going on in the world of Alternative Apparel?
Alternative Apparel: The Alternative Blog (blog.alternativeapparel.com) is a great source for all things Alternative Apparel. Here you can stay up to date on new products, trends and promotions, as well as listen to our music player. We also recently launched our Alternative iPhone app, which features unreleased campaign photos, Alternative YouTube videos and links you directly to our Facebook and Twitter profiles—not to mention exclusive discounts for iPhone users.
CHAMP: Are there any exclusive Alternative Apparel spots in Canada?
Alternative Apparel: Not exclusively, but Alternative Apparel is sold in a variety of boutiques, department stores and specialty stores throughout Canada, including Toronto, Vancouver, Montreal, Ottawa, Quebec City and more.
CHAMP: What else can we expect from Alternative Apparel in 2010?
Alternative Apparel: We have just launched our Summer 2010 Collection, which features a wealth of fashion-forward summer staples. Summer is all about looking good and feeling good and these pieces are definitely designed for that. Playing off the season’s most popular trends—such as deep v-necks, sleek, nautical stripes and destroyed, raw-edge styles—highlights include the unisex Super Destroyed Deep V Pocket Tee, the Striped Seafarer Tunic for women and the men’s Miz Henley, as well as an array of sexy summer dresses for women. As for Fall/Winter 2010, Alternative customers can expect to see plenty of sophisticated styles for women and men, especially in new jackets and bottoms.
I didn’t understand the concluding part of your article, could you please explain it more?