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Founded in 1995, Alternative is a fashion lifestyle brand best known for comfort, simplicity and its commitment to sustainability. Through innovative apparel design and involvement in purposeful causes, it aims to connect people, inspire creativity and catalyze change. Alternative’s Design Studio is located in Downtown Los Angeles with an additional showroom in New York City. Corporate headquarters are in Atlanta, Georgia. Flagship stores are located at Abbot Kinney and Larchmont Village in Los Angeles, Hayes Valley in San Francisco and SoHo in New York City.