Alternative Apparel aren’t promising you the reinvention of the wheel or offering you the solution to the world debt, but instead this is a clothing brand that is best known for offering comfort, simplicity and its commitment to sustainability from its clothing. Founded in California in 1995, Alternative is a fashion lifestyle brand that tThrough innovative apparel design and involvement in purposeful causes, it aims to connect people, inspire creativity and catalyse change.

Creating clothes people want to wear every day, Alternative focuses on fabric innovation and partnering with likeminded individuals who aim to reshape the way we live, they are part of a growing movement of doers and disruptors connected through purpose, compelled by the future and grounded in social responsibility.

Developing custom fabrics from the yarn up to achieve their signature softness, Alternative pushes sustainable practice forward in all points of their process. Famous for its super-soft tees, sweats and fashion basics, Alternative creates wardrobe staples with modern silhouettes, balancing simplicity and style.

For more than a decade Alternative has gone to Peru to source the softest, most luxurious cotton in the world. This year they sought to deepen their relationships with their partners in Peru by getting to know artisans and those working to evolve the country’s rich cotton and textile traditions. They documented their experience in a series of “Made in Peru” films, providing consumers the opportunity to make the connection between the producer and product and inviting them to consider where our clothes come from. Alternative developed six new organic cotton fabrics from one single organic yarn for 100% organic cotton offerings.