Alternative Apparel's Erik Joule Advocates For Sustainability on a Corporate Scale

"It may be small, but San Francisco is a city that continues to matter," says Erik Joule, whose company chose to open the third location of Los Angeles-based Alternative Apparel here, back in January, to make a point. "This city has always led the way with innovation," says the 43-year-old Russian Hill resident. He deems the environment just right for "a brand like ours, whose goal it is to lead in a transparent and responsible way."