About Alternative
Alternative has been challenging the concepts of fashion since 1995, when Founder and Chief Creative Officer Greg Alterman set out to create the perfect t-shirt—one designed for fashion, made for comfort, and tailored for a flawless fit. Today, Alternative has elevated the tee from casual basic to fashion-forward staple, simultaneously broadening its horizons to offer a complete collection of ready-to-wear clothing and accessories, including an eco-friendly line of sustainable apparel, Alternative Earth.
As a lifestyle apparel brand at the forefront of the fashion industry, Alternative exists to inspire authenticity and comfort—both inside and out. Our mission is about more than just designing clothes that look and feel great: we want our unique community of wearers and supporters to feel comfortable in their own skin, laying the groundwork to inspire others and make a difference with how you live—and what you wear.
Alternative creates apparel and accessories for men, women, babies and toddlers across the United States and abroad, including Canada, Italy, Germany, Australia, Japan, and the United Kingdom. The company is headquartered in Atlanta with showrooms in Los Angeles and New York.
The Diane Burnout V-Neck Tunic
Women’s regular-fit short-sleeve burnout v-neck tunic with 1×1 rib in neck. Burnout fabric undergoes an extensive process to reveal years of authentic wearing and a vintage-soft, worn-in feel, so no two items are exactly the same.
• 30’s Burnout: 50% Cotton, 50% Polyester
• Piece dyed and garment washed for a super-soft hand
• Machine wash cold, tumble dry low
Burnout Tunic
Women’s regular fit s/s burnout scoop neck tunic. Burnout fabric is put through an extensive process to reveal years of authentic weathering and a cozy vintage worn-in feel, so no two shirts are exactly the same.
• 30’s Burnout: 50% Cotton, 50% Polyester
• Garment dyed and washed for a super soft hand
• Wash in cold water, tumble dry medium
Burnout Deep V-neck w/ Pocket
Unisex regular fit s/s burnout deep v-neck with a chest pocket on the wearer’s left. Burnout fabric is put through an extensive process to reveal years of authentic weathering and a cozy vintage worn-in feel, so no two shirts are exactly the same.
• 30’s Burnout: 50% Cotton, 50% Polyester
• Garment dyed and washed for a super soft hand
• Wash in cold water, tumble dry medium
The Runyon Racerback Tank
NEW! Women’s regular fit racerback tank. Perfect for layering with almost everything!
• 40’s 100% Pima Cotton
• Piece dyed, satin garment washed for a super soft hand
• Wash in cold water, tumble dry medium
Toddlers
The Whipper Snapper
Infant regular fit s/s onesie with three snaps at bottom wrap. Give the little ones something to grow in that’s as soft as their baby skin!
• 30’s 100% Pima Cotton 1X1 Rib
• Piece dyed, satin garment washed for a super soft hand
• Wash in cold water, tumble dry medium