"Alternative exists to promote the quest of free-thinking people to individuate by wearing t-shirts when and where they want."
-Alternative’s Reason for Being

At the core of Alternative, you will find creativity and passion. Our designs begin with an inspiration, materialize into conceptual sketches, and evolve into a t-shirt that finds its true meaning with the individual who wears it.

Alternative has been challenging the concepts of fashion since 1996. In the beginning, Alternative founder and creative designer Greg Alterman sold his t-shirt designs out of his car. His passion for designing the perfect t-shirt has since grown into one of today’s hottest apparel brands. Greg has always made a commitment to raise the t-shirt above its traditional status as a casual staple; he has moved the t-shirt to the center of a fashion-forward wardrobe.

Following Greg’s footsteps, all of us at Alternative believe that the t-shirt is an opportunity to express one’s self. Wear your t-shirt, accessorize your t-shirt, decorate your t-shirt – it’s a simple action that speaks volumes about the creative force that exists within each of us. We continue to bring together an extremely diverse culture of "Free-Thinking People" made up of artisans, musicians, designers, activists, students, and fashionistas alike. We surround ourselves with individuals who share their unique views and innovative style with the world around them. Alternative is a company that believes in inspired self-expression as an integral force in our global community.(www.alternativeapparel.com)