Alternative, a clothing line known for its organic cottons and ethical production, is opening its first brick-and-mortar shop on the East Coast. Located on Lafayette in SoHo, the New York store aims to introduce the brand to a new audience.
For spring and summer, the store is stocked with always-in-style basics and fresh items from their “Made in Peru” collection, which features six different types made from a single type of organic cotton. The store will also stock goods from like-minded brands, so you’ll also be able to shop for eco-friendly jeans and locally made jewelry.
Many shoppers still prefer to try garments on before buying them, but when it comes to Alternative, there’s something to be said about touching the fabric. Alternative set out to create super-soft cottons that make you feel like you’re wearing that favorite tee-shirt that’s been washed a hundred times.
They succeeded. “Everything has that yummy texture,” said Molly Raney, Alternative’s director of communications when I visited the shop earlier this week. “It makes you want to walk out of the store wearing it.”
In addition to selling clothes, Alternative hopes to be part of New York’s creative community. They plan to create a community space in the store and host workshops, like a DIY dying-event that’s in the works. “There’s so much art and culture here,” said Raney. “We want to engage in that community.”