Alternative Apparel, home to trendy T’s and Message bags, is moving into Larchmont Village this fall. Offering a line of casual clothing favored by celebrities and the casual Angeleno, the Alternative brand promotes the “community, culture, consciousness and creativity” behind its products.
The Larchmont Buzz met Rick Cordero, Manager for the new Larchmont store, and showroom designer Danny Gonzales in the empty 2,000 square foot space  at 219 N Larchmont, just one door south of Larchmont Village Wine & Cheese. The central location and a fully-revamped interior by Gonzales, who designed the charming flagship Alternative store on Abbot Kinney Blvd in Venice, should be a good draw for new shoppers on the boulevard. The store will offer the Men’s and Women’s line of Alternative clothing, as well as Kid’s and Home products. The Alternative story is all about melding artistry – from designers, musicians, even organic foodies – into a “Common Thread” of shared experience.
Alternative Apparel is owned by Hancock Park resident Greg Alterman so it’s perhaps no surprise he wants to bring his internationally popular brand close to home. The renovations are expected to last through the fall and the store’s opening date is not yet set, but expected by the first of the new year.
