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Alternative Apparel's Creative Director, Orondava Mumford, grew up in a small Kentucky town and eventually found himself studying industrial design at Pratt Institute in New York. After putting in his time at Nicole Miller, Converse and Levi's, Mumford relocated to Los Angeles last April to spearhead Alternative's creative redirect, which includes updating the stores and highlighting the brand's commitment to sustainability in a consumer friendly way. Mumford, who describes the brand's aesthetic as "Scandinavian style mixed with Japanese influence and washed in California culture," credits the change in Alternative's overall look and feel to the young stylists they've been working with. We caught up with him over juice on Larchmont, just down the street from the their east-side store, and learned a little more about his style.
What one thing would you bring back from the 80's?
"People smiled a lot, people were happy."
Describe your staple look?
"Cowboy clean with a Brooklyn lean."
Noon or Midnight?
Preferred chain restaurant?
How do you pull yourself together after a weekend of overindulgence?
"Exercise; biking or running."
Blended or On-The-Rocks?
What's your favorite genre of music and song?
"I hate to be cliché but hip-hop. I like Axioms of Creamy Spies by Digable Planets."
T-shirt or Three-Piece Suit?
Orondava's life quote?
"'I never saved anything for the swim back,' I have that tattooed."
What's your favorite time of day?
"I'm a night person, I hate to admit it. Or 4:20, it's when I always get coffee."
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