While Alternative Apparel designs in-house, the company has outsourced production of all of its products. Hanes self-manufactures the majority of its activewear basics.
Greg Alterman founded Alternative Apparel more than 20 years ago. He started off as a traveling salesman, selling his line of cotton caps and T-shirts from the trunk of his car across the metro area.
<span style="color:#000000;">Alternative Apparel would soon become one of the go-to T-shirt brands for designers and wholesalers seeking the perfect blank canvas. </span>
</span>Alterman traded his car for a showroom and headed to Los Angeles to focus on design. His goal was to elevate the brand from t-shirts to a full collection of lifestyle comfort clothing.
Company innovations have included "Burnout Tees, " the now ubiquitous lightweight, almost sheer, but not quite, shirts and hoodies that come in a range of colors. There was also Alternative Earth, an eco-friendly collection that used organic cotton, recycled polyester and low-impact dyes.
Toporek, in a 2011 interview with the AJC, referred to the company as a "sleeping giant." "<span class="text">
<span style="color:#000000;">We are thoughtful and responsible in what we do. We aspire to be a well-known brand one day that does more than just sell things," he said. </span>