My shopping mantra tends to be: splurge on quality classics, save on trends. It makes sense if you think about how hard it is these days to find the perfect T-shirt or a pair of denim that fits like a glove. That’s why when it comes to stocking up on flattering tees, ultra-soft hoodies, and neutral basics like cotton dresses and leggings, I turn to Alternative Apparel.
The Atlanta-based label started in 1995 when founder and chief creative officer Greg Alterman set out to design a line of hats. From hats, he set out to craft the perfect T-shirt, and what he found was simple yet flattering cuts, one-of-a-kind burnout fabrics, and later on, eco-friendly, organic materials. Today, AA is an international brand with a simple philosophy – making comfortable clothes for men and women that speak to authenticity and craftsmanship.
AA’s spring 11 line is a collection of intriguing, everyday basics in a palette of greys, off-whites, soft blues and greens, and a hint of faded peach. The women’s line has a healthy mix of Tees and loose, swingy camisoles, unisex-cut hoodies and draped cardigans, drawstring bottoms, soft empire-waist dresses, and vintage-inspired accessories like canvas bags. The feel of the collection is romantic, earthy and fresh, yet the pieces are extremely versatile and can definitely be worn right now, even if you live in a part of the world where snow still covers the ground.
For Vancouverites, run – don’t walk – down to the Times Profile Shop in Gastown, a unique retail space that features a single designer / brand at a time for a three-month stint. Right now until April, TPS is housing a well-edited representation of both mens and women’s AA lines.
Or, view and buy the entire collection HERE.
Two more pics below: