Brand Spotlight: Alternative Apparel

Known for its sustainability, Alternative Apparel® is part casual activewear, part fashion lifestyle brand. Its focused on connecting people’s fashion choices with catalytic change through eco-friendly practices. It accomplishes this goal through an innovative approach to fabric and sustainable company-wide practices. While Alternative Apparel’s clothing is both comfortable and simple, it’s also easy on your wallet – no small feat in the sustainable clothing industry.


It is headquartered in Atlanta, Georgia with two show rooms, in Atlanta and New York City respectively. It also has several retail stores located on Abbot Kinney in Los Angeles, Hayes Valley in San Francisco, and Soho in New York City. The brand, now simply known as Alternative, also has a division that sells apparel wholesale to companies that decorate it for a variety of uses like corporate image wear and band merchandise.




Greg Alterman, self-described “serial entrepreneur,” got his start selling tees in college. In 1995, that company became Alternative Apparel. The company is on a mission to be “mindful of the impact” it has on the planet and the people who inhabit it. It does so by reinvisioning basics for a modern, slow fashion era.


In 2015, Alterman stepped away after suffering a life-altering brain hemorrage to focus on getting better, as well as his next endeavor, m/f, a unisex brand centered on Zen design principles meant to simplify living. Alterman sold Alternative Apparel to the Hanes Company in 2017 for $60 million. Not too shabby for a college business begun out of the truck of his car in college.


Alternative Apparel then consolidated its operations in 2016, moving 150 employees to its current facility in Norcross, where CEO Evan Toporek, one of the company’s first employees, continues to lead the brand.


In his correspondence with Atlanta News Now, Toperek said, “We create authentically worn-in styles that focus on fabric, fit and designs with purpose that people will want to wear today and tomorrow.” According to Toperek, in a separate interview with, also said, “long before sustainability was a buzzword in the fashion industry,” Alternative Apparel “launched Alternative Earth, our eco-friendly line. That sub-brand dissolved when we simply took its elements (organic cotton, recycled polyester, low impact dyes) and applied it across our entire range including packaging (100% recycled boxes and biodegradable bags). But to us, sustainability stands for more than just eco-friendly manufacturing. We ensure the highest standards of social compliance as well.” To this end, Alternative’s corporate and environmental responsibility dedicates itself to the Fashion Revolution movement by working to bring transparency to its factories and their social compliance. Indeed, 90% of Alternative’s production flows through WRAP certified factories, which all adhere to Fair Labor Association guidelines and workplace code of conduct.


A Favorite of Clothing Shop Online


Alternative Apparel’s social and environmental sustainability make it a favorite at Clothing Shop Online. Alternative constantly strives to stay at the forefront of fabric innovation, having refocused its Alternative Eco® collection to include even more eco fabrics as it continues its corporate efforts to #DoGoodFeelGood. As a result of its commitment to being eco-friendly, most of the company’s garments are made with sustainable materials and processes, including recycled and organic ones, as well as low-impact dyes and water-conserving washes. The brand offers versatile basics that are also luxuriously soft making them easy favorites, which ensures they’ll stick around in your wardrobe for several years.


Modern Cool


Tired of contributing to the millions of tons of used garments that end up in landfills every year? Or to the millions of pounds of chemicals that poison swaths of vulnerable people’s land? Want to become part of the change you wish to see in the world of fashion?


Alternative Apparel is a leader in fashion sustainability – from its practices to its fabrics, which it constantly works to improve. From crew neck hoodies to t-shirts – retailors have found several ways to bring their designs to Alternative Apparel. See some of Clothing Shop Online’s favorite styles below:


The perfect blend of soft and strong, Alternative’s hemp fiber and cotton blends offer all-day comfort. Its jersey-tees will last you for seasons to come:


These eco-jersey hooded pullovers look great under blazers during Zoom meetings or out grocery shopping:


Fig. 1


Garment-dyed heavyweight ring spun long sleeve t-shirts look just as crisp with shorts or tastefully ripped jeans, dressed up or down at home:


Fig. 2


Looking for your new favorite basic t-shirt? Alternative’s satin jersey tees are very durable and soft alternatives to an old classic.

Fig. 3

Every wardrobe needs high quality, eco-friendly and cool basics like those from Alternative Apparel. End the fast fashion loop and order sustainable garments for your business from Clothing Shop Online!

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