As Soft As Kittens

Or your favorite fleece blanket. Our new Eco-Teddy tri-blend has got us naming all the soft things.

Fabric First

Innovating from thread to finish. We make timeless, authentically worn-in styles that people want to wear today and tomorrow.

Designed with purpose

Alternative creates wardrobe staples with modern silhouettes, balancing simplicity and style.

Mindful of our impact

We source the finest fabrics for softness and durability, and incorporate organic and recycled materials wherever possible.

Soft. Simple. Sustainable.

Since 1995, we have set out to re-create that soft, lived‑in look and feel of our favorite vintage tee.

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