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Last month, Alternative Apparel quietly expanded its holdings in LA with a new store on Larchmont Boulevard. Said Alternative CEO Greg Alterman to C Magazine, "[Larchmont is] a hidden gem of a neighborhood and a retail destination that's on the rise.
Alternative shared the construction of the new store via video; go-to interior designer Danny Gonzales said that the storefront was "a vast empty space with no soul, no spirit" when they signed the lease. The transformation included knocking down lots of walls as well as decor choices like a hand-applied penny wall at the rear of the boutique, rough-hewn wood flooring and racks made of branches, reclaimed metal and wood. Watch the clip here for a peek at the process and visit the shop Monday through Saturday 11am to 7pm and Sundays 11am to 6:30pm.
· Alternative Apparel [Official Site]
· Shop Local on Larchmont – Part Two [Larchmont Buzz]