In 1995, Founder and Designer Greg Alterman set out to create the perfect t-shirt – one designed for fashion, made for comfort, and tailored for fit. Since then, ALTERNATIVE has elevated the tee from casual basic to fashion-forward staple, simultaneously broadening its horizons to include loungewear, accessories, and two new labels: eco-friendly Alternative Earth and chic, sophisticated Alternative Orange Label. ALTERNATIVE is a lifestyle apparel brand that exists to inspire authenticity and comfort. Their mission is about more than just designing clothes that look and feel great: they want for their unique community of wearers and supporters to feel comfortable in their own skin. True comfort naturally opens the mind, laying the groundwork to inspire others and make a difference with how you live. Also see our women's ALTERNATIVE APPAREL collection.