NEW YORK, Apr 16, 2010 / FW/ — Just in time for Earth Day, Alternative Apparel is introducing an array of new eco-friendly product offerings for Spring/Summer 2010, dramatically expanding its Alternative Earth collection.
Men, women and kids can go green with the latest must-have styles and vibrant colors, all manufactured with organic cotton, recycled polyester and man-made fibers derived from sustainable raw materials such as rayon.
This season, Alternative is moving beyond the basic tee, breaking into more categories with polos, dresses and slouchy pullovers in its earth-friendly Eco-Heather, Eco-Fleece and Organic Cotton fabrications. Highlights include the Poolside Tank Dress and Meegs Racerback for women and the men’s Berke Urban Polo.
With a design that plays off the ever-popular 80s trend in a fabric that’s light enough to sport all year-round, the women’s off-the-shoulder Flash Dance Sweatshirt is sure to be another new favorite. As part of the company’s unique eco-difference, each Alternative Earth piece is produced using low-impact dyes and natural wash methods, as well as biodegradable fabric softeners and natural enzymes for finishing.
Since launching Alternative Earth in 2007, Alternative has been encouraging its community of wearers to take action and help make a difference.
“With apparel, it’s simple,” says founder and Chief Creative Officer Greg Alterman. “We can all make a difference with what we wear—and we can look good and feel good doing it.”
Today, Alternative Earth includes some of the globally minded brand’s bestselling styles and makes up 30 percent of the entire Alternative line, with a portion of sales benefitting a variety of environmental organizations and charities.
Notably, the Alternative Earth line also includes Alternative’s Think Earth Tee, for which 100% of net proceeds benefit national environmental nonprofit Global Green USA’s green schools and climate change solutions programs.
A symbol of a movement for positive change and humanitarianism, the Global Green t-shirts are inspired by Alternative’s own ReThink initiative—an interactive lifestyle campaign in which activists, celebrities, business owners and nonprofits work together to raise awareness and promote eco-consciousness on every level, from environmentalism and health issues to education and community development.