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. Today, Alternative has established itself as the premier casual lifestyle apparel brand, delivering the best quality and value in fashion basics to creative individuals who prize comfort, craftsmanship, community and authenticity. Hand-crafted with our signature vintage softness, each piece is designed for fashion, made for comfort and tailored for a flawless fit. Our mission is about more than just designing clothes that look and feel great. Rather, we seek to encourage alternative ways of thinking and empower positive change by inspiring our community with fashion and experiences that reinforce comfort-inside and out.