Soft. Simple. Sustainable.™

FABRIC FIRST

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

DESIGNED WITH PURPOSE

Offering the best in everyday basics, Alternative creates wardrobe staples with modern silhouettes, balancing simplicity and style.

MINDFUL OF OUR IMPACT

Our design is rooted in sustainable and eco-friendly practices. We source the finest fabrics for softness and durability, and incorporate organic and recycled materials wherever possible.

80%

More than 80 percent of our garments are made utilizing sustainable materials and processes.

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Press & Media

MensHealth

“14 style upgrades to make this season. Stock up on new cotton tees like the cut-neckline, Morroccan.”

InStyle

“The perfect white tee”

GQ

“The right way to wear a v-neck tee. Soft fabric and a shallow collar, Alternative Boss V-neck.”

#WeAreAlternative