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Welcome home, Alternative Apparel -- which we can say because their first bricks-and-mortar setup is in a cottage-like structure on Abbot Kinney. The store's been open since late March, but they made it official with a party on Thursday night.
The store is a work of art, in itself. Its sumptuous yet earthy vibe was put together by designer Danny Gonzales, whose previous design and merchandising credits include Henrí Bendel, Ferragamo, Fendi, Cartier and Armani. Each room has its own distinctive feel. Keeping with the brands minimal-earth-impact philosophy, many of the items and fixtures are made from reclaimed and "found" objects -- the dressing rooms were actually made from oversized shipping crates.
Despite the name-brand designer and megawatt celebrity fanbase, you won't find any blingy surprises in the new store. Alternative Apparel may be stepping up its game and branching out beyond the tee, but the core is still made up of wearable cotton basics at affordable prices. You can still find tees for under $25 (and there were even a few sale pieces marked at?wait for it?$11!) but they've added some intriguing new cuts to the mix: boxy crops, tees with dramatic draping and cowl necks -- not to mention dresses, outerwear, and all the stuff for dudes and children. They're open from 11am to 7pm, every day of the week.
· Alternative Apparel [Official Site]