WWD.com/fashion-news/fashion-scoops/alternative-apparel-to-launch-womens-activewear-line-7628377
fashion-scoops
fashion-scoops

Alternative Apparel Launching Women's Activewear Line

After the one-month exclusive at Nordstrom, the Move collection will be distributed to Bloomingdale’s, ABC Home and Alternative’s own stores.

fashion-scoops/news
Alternative Apparel Move

A look from Alternative Apparel’s new activewear line, Move.

Photo By Courtesy Photo

ANOTHER ALTERNATIVE: Alternative Apparel is quickening the pace for its evolution from a purveyor of blank Ts to a fashion brand with a far-reaching retail network. Under new leadership, including president Erik Joule who joined last year from Levi Strauss & Co., it’s readying to unveil a women’s activewear line, called Move, at Nordstrom in June. Retailing for under $100, the 20-plus styles are designed for fashion-conscious fitness buffs. Using organic pima cotton, four-way stretch cotton, recycled cotton-polyester and other eco fabrics that wick moisture and have antimicrobial properties, the line includes cutout hoodies, crop tops with keyhole backs, leggings, harem pants and sport-friendly bustiers accentuated with palm prints, colorblocking, stripes, heathered hues and a refreshing wash of seafoam green. After the one-month exclusive, the fall activewear collection will be distributed to ABC Home and Alternative’s own stores, including the fourth unit set to open in New York’s SoHo neighborhood in the middle of this month. Austin, Tex., and Brooklyn, N.Y., are possible sites for future stores planned by the $100 million company that has corporate headquarters in Norcross, Ga., and a design studio in Los Angeles. “The goal is to keep opening stores,” said spokeswoman Molly Raney.