NY, We’re Back!

After a fire next door, our New York store is openĀ again, and we are back better than ever! We took the opportunity to spend time mindfully redesigning the store and can’t wait to share it with you.


With the help of Visual Designer Danny Gonzalez, who has worked with Alternative for years designing other storefronts, we have created an atmosphere that is true to Alternative. The walls feature exposed brick as well as repurposed objects in 1950s French style with an industrial tone. Custom-made fixtures have been dipped with crackled paint, highlighting a textural element synonymous with some of our favoriteĀ fabrics. The store also features an exposed amoeba-shaped light fixture made by Raven Mahon, a San Francisco-based artisan.


The hints of orange seen in the lounge chairs as well as our front door are a nod to our heritage and the original orange Alternative logo created 20 years ago. Finally, we brought in a natural element through greenery, bringing the outside in.


Come see for yourself! Doors open at 11, and the first 50 customers through the door on 6.10 will receive a free NYC-inspired tee. 281 Lafayette St. – see you there.


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