Alternative Apparel Launches New Go-To Collection

Alternative Apparel, Atlanta, announced the launch of the Go-To Collection, 12 fashion basics positioned as entry points into the premium brand. With the Go-To Collection, Alternative now provides a solution at every price point in the fashion category.

The soft, sustainably made, retail-inspired collection includes 10 existing and two new styles, all with competitive pricing. The cornerstone of the new collection is the soft, classic-fitting Go-To Tee, which now expands to 30 colors—tripling the number of vibrant hues and soft basics. Also included are the Keeper Tee, one of the brand’s bestsellers, and the Slinky V-Neck, a retail favorite also with new colors in 2019.

“Customers are excited about Alternative, about the fabrics, the styles and the brand,” said Kevin Miles, senior manager of sales operations for Alternative Apparel. “Once customers wear Alternative, chances are it’s going to be what we call a ‘top of drawer’ piece—their absolute favorite tee. That’s where ‘Go-To’ comes from. It’s at the heart of our brand.”

With 17 proprietary fabrics and more to come later this year, Alternative prides itself on designing styles from the yarn up. The sustainably focused brand uses low-impact dyes, as well as recycled and organic materials. Each year, Alternative conserves 860,000 gallons of water and recycles 1.8 million plastic bottles

The Go-To Collection is available now through S&S and alphabroder.

For more information on Alternative Apparel, visit www.alternativeapparel.com.