Alternative

s, outerwear, and bottoms. The brand’s evolution from a college side project to a major player in the apparel market reflects its innovative spirit and dedication to quality. While originally celebrated for its sustainable practices, the brand’s acquisition by Hanes in 2017 led to a shift in its sustainability profile, though it continues to engage with ethical manufacturing initiatives.

Philosophy

Alternative Apparel is built on the philosophy of creating comfortable, high-quality clothing that feels like a favorite vintage tee. The brand emphasizes craftsmanship, comfort, and a minimalist aesthetic, aiming to provide garments that make wearers feel confident and at ease. Originally, the brand was also deeply committed to sustainable and ethical fashion, though this focus has evolved over time.

Sustainability

Original practices: Pioneer in sustainable and ethical fashion, with a strong commitment to eco-friendly materials and ethical manufacturing. Current status: Since acquisition by Hanes in 2017, many of the original sustainable practices have been lost. The brand now scores 25/100 on sustainable brand criteria, down from 53/100 under original ownership. Transparency: Engages with manufacturing facilities to promote sustainability and human rights protections. Promotes compliance with Fair Labor Association guidelines and WRAP certification. Certifications: No longer holds major sustainable certifications, but continues to promote some ethical manufacturing initiatives.

Founders

Greg Alterman, Background: Greg Alterman founded Alternative Apparel after launching a successful campus t-shirt business while still in college. He began by printing alternative versions of popular designs and quickly grew his business into a full-fledged apparel company. After moving to Atlanta, he focused on manufacturing his own t-shirts to achieve the vintage, soft feel he desired. Greg is also known for founding Juice Served Here and launching the gender-neutral brand m/f people after a personal health crisis.. Evan Toporek, Background: Evan Toporek joined Alternative Apparel in 1998, initially as an investor and later as CEO. He played a crucial role in transforming the company from a headwear-focused promotional products business into a leading blank apparel brand. Under his leadership, Alternative Apparel expanded its product lines and strengthened its commitment to sustainable practices, although the brand’s sustainability profile has changed since its acquisition by Hanes.

Background

Alternative Apparel was founded in 1995 by Greg Alterman in Atlanta, Georgia. The brand began as a solution to the lack of soft, vintage-feel blank t-shirts in the market. After initial success with campus sales, Greg moved home and began manufacturing his own t-shirts, eventually expanding into a full-fledged apparel company. The brand was later joined by Evan Toporek, who helped transform it into a leading supplier for both promotional and retail markets. Alternative Apparel was acquired by Hanes in 2017, which marked a significant shift in its sustainability practices.

History

Alternative Apparel started as a college side project by Greg Alterman, who printed and sold alternative versions of popular t-shirt designs. After moving to Atlanta, he began manufacturing his own t-shirts to achieve the vintage, soft feel he desired. The brand quickly grew, expanding into a full-fledged apparel company with a focus on high-quality blank t-shirts. In 1998, Evan Toporek joined the company, helping to transform it into a leading supplier for both promotional and retail markets. The brand was acquired by Hanes in 2017, which led to a shift in its sustainability profile.