Alternative applies a variety of textiles and weaving techniques to its sustainably-developed basics. Evolving to consumer facing brand, the brand stayed true to its origins positioning itself as a leader in textiles emphasizing fabrication and the fabrics themselves. The brand led with a "Fabric First" story told across seasonal collections each highlighting a particular fabric through product, curated marketing campaigns, and in store activations.  Designed to connect and educate customers on the process, impact and history of fabrics., the brand considered their retail locations as lifestyle platforms collaborating with creatives and leaders within local communities.

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