Monday, March 7, 2011
If you're looking for an alternative to American Apparel, look no further than, well, Alternative Apparel. Like its similarly named counterpart, Alternative Apparel specializes in quality casual basics that would integrate well with any on-trend wardrobe. However, unlike the "other" AA, Alternative Apparel prides itself on having remained true to its values: "comfort, craftsmanship, authenticity, community, and alternative."
Style-savvy Canadians are used to seeking their Alternative Apparel pieces at Aritzia, TNT and Urban Outfitters. But right now for a limited time, the Times Profile Shop is collaborating with the brand to bring 60 pieces to Vancouverites. At the media preview that TPS hosted 1.5 weeks ago, I spotted tees, tank tops, hoodies, and lightweight cardigans ideal for spring--all soft to the touch, perfectly worn in, and built to last. Those looking for eco-friendly fashion should check out the fleeces (a mixture of organic cotton and recycled polyester) and the organic cotton tees.
Aside from their organic/sustainable fabrications, Alternative Apparel has two other claims to fame: being the makers of the Perfect T-shirt and being the first company to pioneer the use of burnout fabrics. The Perfect T-shirt has its roots in founder Greg Alterman's college days, when his quest for the perfect soft, fitted, worn-in tee led nowhere and prompted him to create and sell his own. As for the burnout fabrics, they remain more popular than ever. This spring the company's adding burnout fleece scarves, drawstring dresses, camis, outerwear, button-down shirts, and denim shorts to the mix.
The Times Profile Shop stocks a featured label exclusively for a limited time, and in exchange, the label does a few limited edition pieces exclusive to TPS. So chances are that when you finally trek down to Gastown in search of your Alternative Apparel Perfect T-shirt, you'll find something even more special than that.
Thanks to Alternative Apparel and Times Profile Shop for the sneak peek. Last two photos in this post courtesy of Lotus Leaf Communications.