alternative apparel

Founded in Atlanta in 1995 by Greg Alterman, Alternative Apparel was created to replicate the softness and simplicity of a favorite vintage t-shirt. The brand is built on a foundation of comfort and a commitment to sustainability, creating modern basics from materials like organic cotton and recycled polyester. Its core products include casual t-shirts, fleece, and loungewear for men, women, and kids, all designed with a simple, minimalist style. The company emphasizes responsible manufacturing, using low-impact dyes and water-saving finishing techniques to lessen its environmental footprint. Many of its factories are WRAP-certified, adhering to Fair Labor Association guidelines to ensure ethical production. After being acquired by Hanesbrands in 2017, some observers noted a shift in its sustainability practices, though the brand continues to focus on eco-friendly materials. Today, Alternative Apparel is recognized for its accessible, high-quality basics that merge a relaxed aesthetic with a conscious approach to fashion.