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Announcements
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June 5, 2008 -- Alternative, premium fashion statements inspired by and created for free-thinking individuals everywhere,
announced today that it has entered into a partnership with Rosewood Capital, whereby Rosewood has acquired a non-controlling equity position in Alternative.
The existing management team will continue to lead the company. Alternative’s founder, chief executive officer and creative director,
Greg Alterman, and chief operating officer and co-owner, Evan Toporek will continue to own a significant portion of the company.
Other terms of the transaction were not disclosed. TM Capital Corp. served as Alternative’s financial advisor for the transaction.
"Alternative has experienced tremendous demand over the past several years, and we decided it was time to add more fuel to the growth of our company and brand,
from both a financial and strategic standpoint," said Alterman. "We feel like we have found an ideal partner in Rosewood and are excited for the future.
We believe that Rosewood’s broad network of experienced consumer experts will be an amazing strategic resource as we take the company to the next level."
"Rosewood is thrilled to partner with Alternative and help the company build on the impressive foundation it has already established," said Tim Burke, a managing director at Rosewood.
"Greg, Evan, and the team have demonstrated that they can deliver industry leading fabrications and styles, repeatedly, and can manage the rapid growth that is transpiring as consumers
seek out the Alternative brand. We look forward to working with this creative and passionate group as they enable people to uniquely express themselves by wearing Alternative."
Evan Toporek added, "What excites us about partnering with Rosewood, other than a stellar track record, is that we share an unwavering commitment to brand building, not just business building.
Through this partnership, we expect to expand our product lines and enhance our flexible infrastructure, while we continue to nurture the progressive culture that has created such a loyal following."
Jim Grien, president of TM Capital Corp, said, "Alternative has been a very gratifying client to work for and Rosewood’s professionalism is nothing short of extraordinary.
It is rewarding to collaborate with individuals when you know that what you are doing will make a real difference in the evolution of their business. This partnership is compelling on many levels."
Alternative distributes products for men, women, babies and toddlers across the U.S. and abroad, including Germany, Australia, Japan, and the United Kingdom. The company’s corporate headquarters
are located in Atlanta, Georgia, with showrooms in Los Angeles and New York.
About Rosewood Capital
Rosewood Capital is a leading investor in premier high-growth consumer companies driven by exceptional management teams and proven business models. Rosewood is based in San Francisco and manages over $500M in equity,
focused on dominant brands, category innovators/creators and emerging or underserved markets. Rosewood is a value-added partner with 20 plus years of consumer investing experience and a network of executives from some
of the country's best-known consumer brands (Gap, Starbucks, eBay, etc.). Rosewood is proud to have helped grow brands such as Under Armour, Cobalt Boats, Clarisonic, Anna’s Linens, 3 Day Blinds, Jamba Juice and Noah’s Bagels.
For more, visit www.rosewoodcap.com.
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June 4, 2008 -- Alternative, premium fashion statements inspired by and created for free-thinking individuals everywhere, today announced its support of the Elizabeth Glaser Pediatric AIDS Foundation for the second year in a row,
beginning with the organization’s trademark events: “A Time for Heroes” presented by Disney in Los Angeles on Sunday, June 8th, and “Kids For Kids” family carnival in New York on Saturday, September 20th. Alternative has signed on to be
the official apparel partner for both events, providing super-soft eco-friendly commemorative shirts, and vintage-inspired headwear for participating celebrity “heroes.” As part of the relationship, Alternative will also provide the event volunteer shirts.
In addition to its apparel contribution, Alternative will have an activity booth at each event -- ‘Design a Tee, Plant a Tree’ – where kids of all ages will have the opportunity to decorate tshirt “leaves” for the trees in Alternative’s Green Forest.
For each shirt that is added to the trees in the activity area, Alternative will plant a tree on the child’s behalf through the Arbor Day Foundation. Every guest will also leave with an Alternative Earth Kit, complete with an eco-friendly tshirt, fabric markers,
flower seed packet and planter.
“I am excited to be supporting such an important and relevant organization as the Elizabeth Glaser Pediatric AIDS Foundation again this year,” said Greg Alterman, founder and creative director, Alternative. “The energy and spirit of ‘A Time for Heroes’ and ‘Kids For Kids’ is amazing,
and it’s a great feeling to know we are making a difference within local communities and around the world. We are honored to be involved and look forward to the weeks and months ahead.”
“The Elizabeth Glaser Pediatric AIDS Foundation is thrilled to have Alternative’s support again this year,” said Pamela W. Barnes, President and CEO of the Elizabeth Glaser Pediatric AIDS Foundation. “We are so grateful that Alternative has once again
chosen to donate their valuable time and wonderful tees and hats to our carnivals. It is the generosity of supporters like Alternative that allows us to continue our mission to eradicate pediatric HIV/AIDS around the globe.”
The Elizabeth Glaser Pediatric AIDS Foundation’s carnivals gather families and friends to support the organization’s noble fight against pediatric AIDS, with the goal of giving every child a chance to live a healthy life. “A Time For Heroes,” the original
fundraising carnival established in 1988, will take place in Brentwood, CA from noon-4PM. The event will gather the hottest celebrities and local restaurants for a fun-filled afternoon of delicious food, carnival games and one-of-a-kind activities. Last year,
sports stars like Matt Leinart and Gabrielle Reece, along with celebrities such as Molly Sims, Billy Crystal and Carmen Electra, helped raise money to continue the Foundation’s lifesaving work. Celebrating the foundation’s 20th anniversary this year, the events
also honor the vision and legacy of Elizabeth Glaser.
About the Elizabeth Glaser Pediatric AIDS Foundation
The Elizabeth Glaser Pediatric AIDS Foundation is the worldwide leader in the fight against pediatric AIDS. The Foundation’s innovative research programs, collaborative training initiatives, advocacy efforts, and rapidly expanding international prevention
and treatment programs are bringing hope to the lives of children and families affected by AIDS worldwide. To learn more about the Foundation and its programs, visit the Web site at www.pedaids.org.
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March 5, 2008 -- Alternative, premium fashion statements inspired by and created for free-thinking people everywhere, today announced its exclusive
partnership agreement for the second year in a row with South by Southwest (“SXSW”), one of the most highly anticipated music festivals of the year, taking
place in Austin, Texas from March 12-16, 2008. As part of the agreement, Alternative will be the official t-shirt and headwear provider for SXSW’s festival
merchandise, which will be available for purchase at the SXSW General Store, online at www.sxsw.com,
and at local stores throughout Austin. In addition, Alternative will have a presence in the official artist’s area of the festival, providing messenger bags with
an Alternative tee and headband, magalog, and information on special pricing for band merchandise and customer concierge access.
“Alternative is very excited to be part of SXSW again this year,” said Greg Alterman, CEO and Creative Director, Alternative. “We are dedicated to encouraging
free-thinking individuals from all walks of life, and are inspired by the group of artists and fans that come together each year for this event. It’s great to be
even more integrated in the festival, enabling both the musicians and attendees to enjoy our product and philosophy.”
“This festival delivers the ultimate experience for the music community, bringing together artists, executives and fans for a week of sharing music, ideas and
expression,” said Darin Klein, festival organizer, SXSW. “We couldn’t have chosen a better merchandise provider than Alternative, and are thrilled to partner with
the company for a second year in a row. We appreciate Alternative’s ongoing support of the festival, the artists and the fans who make SXSW what it is, and look
forward to a great event.”
Located at Booth 818 on the main tradeshow floor in the Austin Convention Center, Alternative will celebrate its partnership with SXSW with its first online promotion
for the company’s redesigned web site, offering festival attendees a 20% discount on all web purchases. Additionally, interviews, photos and highlights from the festival
will be posted each night on www.alternativeapparel.com as part of the site’s community For Free-Thinking People (4FTP), which celebrates and honors individuals who express
themselves through what they do, what they wear, and how they live.
The 2008 SXSW Festival stretches across five nights and presents over 1700 musical performers within genres ranging from hip-hop to alternative country. In addition to
the performances, SXSW provides a venue for music executives and artists to come together and participate in industry panel discussions, interviews, demo listening sessions,
and the SXSW mentor program.
About SXSW Music Conference & Festival
The SXSW media and music conference showcases over 1700 of musical acts from around the globe on over seventy stages in downtown Austin. By day, conference registrants do business
in the SXSW Trade Show in the Austin Convention Center and partake of a full agenda of informative, provocative panel discussions featuring hundreds of speakers of international
stature.
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2nd Annual Award Event Recognizes Premium Lifestyle Brand’s Contribution to Atlanta’s Economy
December 4, 2007 -- Alternative, premium fashion statements created
for and inspired by free-thinking people everywhere, has received the 2007 Client Advisor Award for a Mid-Size Client Organization. Marking an excellent year for Alternative, the company continued its growth in the wholesale business, enjoyed triple-digit increases in
retail and consumer sales, and opened distribution internationally in countries including
Japan, Europe, Canada, Australia, and New Zealand. Alternative’s strategic efforts and worldwide expansion were rewarded at The 2nd Annual Client Advisor Awards event, which
took place at Atlanta’s exclusive Piedmont Driving Club.
“During this ongoing period of high growth, we have leaned on professional service
organizations to help many of our business functions mature and keep pace,” said Evan
Toporek, chief operating officer, Alternative. “This achievement gives us confidence that we
are doing things the right way.”
Developed in partnership with Creative Growth Group, Inc. and Atlanta Business School
Alliance (ABSA), the Client Advisor Awards recognizes companies that have demonstrated a
first-class approach to the relationship between professional services firms and their clients. Nominees were evaluated based on their excellence in five areas: collaboration, creativity, content and value orientation, capability and credibility. In its second year, the number
of nominations, sponsors and attendees doubled from 2006.
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Premium Lifestyle Apparel Brand Goes Green with Organic Lines for Men, Women and Kids
July 31, 2007 – Alternative, premium fashion statements inspired by and created for free-thinking individuals everywhere, today announced the launch of Alternative Earth, a collection of the brand’s signature, super-soft crews and scoop necks made from 100% organic cotton. Alternative Earth also features an eco-friendly line of the best-selling vintage heather tees manufactured with organic and recycled poly, and naturally occurring rayon fibers. The eco-heather styles include a traditional crew,
a scoop neck tee and a unisex henley, as well as hoodies, loungewear, and a baby/toddler tee.
Alternative’s organic cotton is grown using methods and resources that have a low impact on the environment. The production systems replenish and maintain soil fertility and reduce the use of toxic pesticides, while the brand’s recycled poly components are made from plastic food containers and drinking bottles. In order to retain Alternative’s signature softness, the organic styles go through a heavy enzyme biodegradable fabric rinse called a satin wash. All pieces from the Alternative Earth collection are fabric dyed with materials that do not contain heavy metals or other known toxic substances.
"Our philosophy for Alternative Earth is simple: Make a difference with what you wear," said Greg Alterman, CEO and creative director, Alternative. "As people all over the world are taking steps to lessen their negative ecological footprint by being conscientious of our resources, buying organic foods, and using more eco-friendly products, we recognize the importance of doing our part. Alternative is working to make a difference by enabling our consumer to wear their favorite tees, while being mindful of Mother Earth at the same time."
Alternative Earth is not the only example of the company’s commitment to "going green." Just recently, Alternative formed GGA – Go Green Alternative -- a committee of employees responsible for making their offices and staff more environmentally conscious. Alternative already uses recycled packaging for all outgoing shipments, recycles paper and corrugated boxes, and stocks only recycled paper products in the restrooms and break rooms.
Alternative Earth, and its exclusive online store, alternativeearth.com, officially debuts on August 1, 2007 with twelve pieces. Retail prices range from $28 dollars for a basic crew to $45 for a long sleeve pullover hoodie, and a percentage of all sales will be donated to a variety of charities benefiting the environment.
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Premium Lifestyle Apparel Brand to Sponsor Foundation’s Signature New York and Los Angeles Events
April 26, 2007 – Alternative, premium fashion statements inspired by and created for free-thinking individuals everywhere, today announced its support of the Elizabeth Glaser Pediatric AIDS Foundation, beginning with trademark events, the Kids For Kids Family Carnival in New York on Saturday, May 19th, 2007, and A Time for Heroes Celebrity Carnival in Los Angeles on Sunday, June 10th, 2007. Alternative has signed on to be the official apparel partner for both events, providing the brand’s signature super-soft tees for the commemorative carnival t-shirt and vintage-inspired headwear for participating celebrity "heroes."
As part of the relationship, Alternative will also provide all of the event volunteer t-shirts. In addition to its apparel contribution, Alternative will have a branded activity booth at each event, offering kids a variety of t-shirt canvases to express themselves. Kids For Kids takes place in the West Village, bringing together New York’s greatest restaurants, artists, celebrities, corporate leaders, and families for a unique celebration of hope. With celebrity heroes and notable artists manning each rock n’ roll-inspired activity, the special afternoon will be an interactive experience that helps raise money to help fight pediatric AIDS.
A Time For Heroes, the original Elizabeth Glaser Pediatric AIDS Foundation fundraising carnival, follows in Brentwood, CA. The carnival gathers the hottest celebrities in town and some of LA’s greatest restaurants, corporate leaders, and families for a fun-filled afternoon of unbelievable food, carnival games and one-of-a-kind activities. Last year, sport stars like Kobe Bryant and Kelly Slater, along with celebrities such as Ellen Pompeo and Marcia Cross, helped raise money to continue the Foundation’s lifesaving work.
"I am very proud to be associated with such a worthwhile and beneficial charity," said Greg Alterman, CEO and creative director, Alternative. "The spirit of Kids For Kids and A Time for Heroes aligns perfectly with Alternative’s free-thinking philosophy, and it’s amazing to feel we can make a difference within local communities and around the world. We look forward to building our relationship with the Elizabeth Glaser Pediatric AIDS Foundation beyond the upcoming carnivals, and to making a notable contribution to fighting pediatric HIV/AIDS."
"The Elizabeth Glaser Pediatric AIDS Foundation is excited to have Alternative as our apparel partner for this year’s Kids For Kids and A Time for Heroes events," said Suzanne Mink, vice-president of the Elizabeth Glaser Pediatric AIDS Foundation. "The commemorative t-shirt is always loved by our guests and celebrity heroes, and with Alternative providing this year’s shirts, they’ll be even more in demand. We welcome Alternative into our network and are excited about working together on other initiatives in the future."
The Elizabeth Glaser Pediatric AIDS Foundation’s signature events bring friends and supporters of the organization together in appreciation of the successes achieved since its establishment in 1988, while helping raise funds to ensure that every child has a chance to live a healthy life. The relationship with the Elizabeth Glaser Pediatric AIDS Foundation marks Alternative’s first alliance with a non-profit organization.
About the Elizabeth Glaser Pediatric AIDS Foundation
The Elizabeth Glaser Pediatric AIDS Foundation is the worldwide leader in the fight against pediatric AIDS. The Foundation’s innovative research programs, collaborative training initiatives, advocacy efforts, and rapidly expanding international prevention and treatment programs are bringing hope to the lives of children and families affected by AIDS worldwide. To learn more about the Foundation and its programs, visit the Web site at www.pedaids.org.
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Alternative to Donate T-shirts for Live Screen Printing Event To Benefit Non-Profit Women’s Organization, GEMS
January 19, 2007 – Alternative, premium fashion statements inspired by and created for free-thinking individuals everywhere, today announced a creative collaboration with Swindle magazine and Royal Elastics at the 2007 Project Global Tradeshow in New York City, taking place January, 22-24, 2007 at Pier 40. Graphic artist Rocky Grimes (printdamaged.com), known for his one-of-a-kind designs, will stage live screen printings of his exclusive creations at the special Swindle lounge on Project’s red carpet. Using Alternative "canvases," these customized Royal Elastics t-shirts will be provided to Project attendees in exchange for a suggested donation to GEMS, a non-profit organization based in Harlem, NY, that provides young women with critical educational and mentoring services.
"Alternative is thrilled to be working with Royal Elastics, Swindle and GEMS," said Greg Alterman, CEO and creative director, Alternative. "It’s exciting to have our t-shirts as the creative canvas for such an inventive brand like Royal Elastics, and we applaud Swindle’s pioneering and influential voice. We’ve worked with Rocky in the past and his artistic vision represents what Alternative is all about – creativity, self-expression, and individuality. This event is also a great opportunity to support many of our customers who are showing and buying at Project, while recognizing and giving back to a worthy cause."
"I’m excited to work together with innovative brands like Royal Elastics and Alternative in support and recognition of GEMS," said Roger Gastman, editor-in-chief, Swindle. "My goal for this alliance at Project New York is to promote the importance of connecting community and philanthropy within the art, design, and fashion industries."
Since 1999, GEMS (gems-girls.org) has helped hundreds of girls, ages 12-21, who have experienced sexual abuse and violence to exit abusive lifestyles, develop to their full potential and create viable careers. GEMS provides young women with empathetic, consistent support and viable opportunities for positive change.
About Royal Elastics
Royal Elastics (royalelastics.com) is an innovative shoe brand, known for their lace-less, elasticated sneakers. The company’s fleur logo and airport friendly shoe designs have become symbols of modern innovation in footwear.
About Swindle
Published by Roger Gastman and Shepard Fairey, Swindle (swindlemagazine.com) is the definitive lifestyle and pop culture magazine for taste-making professionals. Swindle features the brightest young artists today, including many who contribute work exclusively for Swindle content.
About PROJECT
Launched in 2003 and held bi-annually in New York and Las Vegas, PROJECT (projectshow.com) is the foremost premium and contemporary global tradeshow where the best of the best in men’s, women’s, kids and accessories gather to show, buy, network and define next year’s trends.
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Premium Lifestyle Apparel Brand Brings Its Popular Styles and Signature Softness to Infants and Toddlers
January 3, 2007 -- Alternative, premium fashion statements inspired by and created for free-thinking individuals everywhere, today announced Alternative Kids, a collection of super-soft t-shirts for infants and toddlers. Inspired by popular Alternative styles and fabrics made for creative men and women, the Alternative Kids collection hits stores in January, and includes a onesie, a basic crew, and a long sleeve thermal in a variety colors, with sizes ranging from 3-6 months, 6-12 months, 12-18 months, 2T, 3T, and 4T.
Alternative Kids features fifteen styles in Alternative’s best-selling fabrics and washes -- including basic solids, burnout, argyle, camo and printed thermals -- and all pieces are pre-washed to Alternative’s signature softness. Similar to the adult collection, Alternative Kids will introduce new fabrics, washes and styles throughout the season, allowing the whole family to stay ahead of fashion trends.
"We’re extremely excited to launch Alternative Kids," said Greg Alterman, CEO and creative director, Alternative. "We have had so many requests from our customers to create a mini-Alternative line because a high-quality, stylish kids blank apparel product is not available in the infant market. The addition of Alternative Kids is a natural progression for us, and the response to the collection so far has been phenomenal."
As Alternative’s wholesale apparel business continues its strong growth, the demand in the retail market has escalated as well. In April 2006, the company opened its flagship boutique in Atlanta, GA and has been developing a presence and very loyal following in the retail space.
Alternative Kids supports the company’s expansion into retail, and its commitment to providing its customers -- big or small -- with a premium, comfortable, fashionable canvas for self-expression.
Retail prices for Alternative Kids range from $22.00 for a onesie to $30.00 for a long sleeve thermal. Additional styles and sizes will follow in early 2007.
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