Alternative Launches 'Limited Addition' in Los Angeles

LOS ANGELES, Nov. 19 /PRNewswire/ -- Alternative (www.alternativeapparel.com), premium fashion statements inspired by and created for free-thinking people everywhere, today announced Limited Addition, a mobile retail program launching with two short-term brand installations inHollywood andSanta Monica on November 20th, 2008. The stores will feature the latest styles from Alternative, including the brand's organic and eco-friendly collection, Alternative Earth; various layering essentials from the newly released Alternative Orange Label; and original pieces from Alternative's design studio. As part of the merchandise mix at theHollywood location, the shopping experience will also incorporate complementary brands in product categories such as footwear, accessories and denim. Limited Addition is a nod to each new installation and product assortment, ranging from signature soft basic t-shirts to one-of-a-kind knits, leather belts and special edition jeans.

"Limited Addition is a fresh and timely concept both for us as a company and for consumers," said Greg Alterman, founder and creative director, Alternative. "It allows us to get to know different markets further, perfect our merchandise mix accordingly, and identify ideal store designs. We've watched our customer base grow significantly from our web business over the last year, and it's great to be able to extend Alternative's culture and product beyond the virtual world."

"Limited Addition aims to maximize valuable opportunities in relevant locations and reach our target consumer where they are interacting," added Evan Toporek, chief operating officer, Alternative. "We're at an exciting time as a company, and our nimble infrastructure and 'in-stock' inventory model allows us to quickly merchandise a retail location, and present complete and unedited Alternative collections in a way we never have before."

Alternative's Limited Addition installations follow the company's first foray into the bricks and mortar retail arena, "15 Minutes with Alternative and Matt Sohl" at Fred Segal Flair inSanta Monica, which debuted in August of this year. The Limited Addition concepts are planned for additional cities across the country, and serve to reinforce Alternative's free-thinking philosophy and support of music, art, film, fashion, and all things creative.

TheHollywood installation is located at 1555 N. Cahuenga Blvd, and will be open until January 15th, 2009. TheSanta Monica experience at 1512 Montana Avenue will be open through March 15th, 2009.

For more information, please visit www.alternativeapparel.com.

About Alternative(R)

At the core of Alternative is creativity and passion. Designs begin with an inspiration, materialize into conceptual sketches, and evolve into a garment that finds its true meaning with the individual who wears it. Alternative believes in inherent self-expression as an integral force in the global community, and has been challenging the concepts of fashion since 1996. Founder Greg Alterman's dedication to creating the perfect t-shirt has since grown into one of today's hottest lifestyle brands, offering premium fashion statements inspired by and created for free-thinking people everywhere.

Known for perfectly fusing classic comfort with modern sophistication and style, Alternative is widely recognized for super-soft, high-quality fabrics, innovative wash treatments and attention to detail. In 2007, the company introduced Alternative Earth, featuring a collection of 100% organic cotton shirts and eco-friendly loungewear manufactured with organic and recycled poly, and naturally occurring rayon fibers.

Alternative distributes products for men, women and babies/toddlers across the U.S. and abroad, includingGermany,Australia,Japan, and theUnited Kingdom. The company's corporate headquarters are located inAtlanta, Georgia, with showrooms inLos Angeles andNew York. For more, visit www.alternativeapparel.com.

SOURCE Alternative

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