Menswear | Womenswear

Founded in 1995, Alternative is a fashion lifestyle brand best known for comfort, simplicity and a commitment to sustainability, from the eco-friendly Alternative Earth collection to the super-soft signature fabrics and innovative designs.

Through apparel design and involvement in purposeful causes, the brand’s aim is to connect people, inspire creativity and catalyze change. With the flagship store based in Los Angeles, California, the city provides a backdrop for the collections - soft textures mixed with industrial thinking. Alternative can be found in US majors Bloomingdales, Nordstrom, Neiman Marcus and Urban Outfitters and is looking to the UK as its next major marketplace.