Launches & Releases: Alternative Apparel Expands to Lifestyle Collection

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LA-based T-shirt company Alternative Apparel is expanding its offering to include a lifestyle Orange Label for fall, debuting the collection at the Project trade show in Vegas next week.

Per the release, the 17 mix-and-match piece line will include "flirty tops, feminine dresses, fitted loungewear and tailored jackets," in a palette of "smoky grays and rich neutrals, accompanied by soft pops of color." Prices range from $36 for a crewneck and $158 for dresses. Maintaining its boho appeal, and in line with the spirit of its Alternative Earth collection, phrases such as "think free" and words like "live" and "dream" are sewn into the inside of each piece.

Alternative Apparel founder Greg Alterman says in the release: “The collection is made up of timeless pieces for the woman who likes to express her creative style by layering and mixing ‘high’ with ‘low.’

Alternative Orange will be available for purchase at department stores and specialty boutiques nationwide. The news comes in conjunction with the shop-in-shop, the brand will be launching tonight at Fred Segal Santa Monica with artist Matt Sohl, which runs through September 30.
· Launches & Releases: 15 Minutes with Alternative Apparel and Matt Sohl at Fred Segal Flair [Racked]
· Party (S)hopping: John Varvatos, KZO Fall Collection Buildout, and 15 Minutes at Fred Segal Thursday Night [Racked]