Alternative Apparel celebrates fall with a choir and a lively crowd


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Alternative Apparel is best known for comfy burn-out T-shirts, schlubby sweatshirts and all-around super-casual wares, but the bi-regional brand (they have offices in L.A and Atlanta) is certainly trying to ramp up the “lifestyle” aspect of line, starting with a very lively event at the Palihouse on Tuesday night.

Stylish hipsters and some celebs -- Jess Metcalf, Breckin Meyer and backup dancer-turned-Mr. Ex-J Lo Cris Judd –- were among revelers who gathered to listen to Donovan Leitch’s DJ set and check out the fall 2011 line from Alternative Apparel.


The event also comes in anticipation of the opening of the brand’s very first bricks and mortar store. The store will open the day before Earth Day next month on Abbot Kinney Boulevard in Venice and carry the whole line, plus some outside vendors that Alternative Apparel founder and Chief Creative Officer Greg Alterman says are all “like-minded companies who support the community and a certain level of authenticity.”

This being Los Angeles, the brand had to step up the presentation of the fall line and they succeeded. A rustic wood runway/stage was built in the outdoor patio of the Palihouse and the 20 member Silverlake Chorus belted out a capella versions of pop songs as models walked onto the platform styled in the fall collection.

“It’s very Joshua Tree-trekker” said the show’s stylist, Ilaria Urbinati, backstage before the presentation. She put together the earthy toned clothing with thick socks, military and hiking boots and Alternative Apparel’s new accessories line of bags, for a new and rather exciting spin on other wise laid-back, casual pieces.

-- Melissa Magsaysay

Photos, from top: Alternative Apparel founder Greg Alterman with models and the Silverlake Choir; models in fall 2011 looks from Alternative Apparel. Credit: Stefanie Keenan