CHALLENGE - Continue Alternative Apparel's re-introduction and evolution from a "Basics" brand to becoming a full seasonal "Lifestyle" brand. Differentiate Alternative from the other "Basics" brands in this emerging and competitive category filled with "Me-Too's".

SOLUTION - Telling an authentic story of a well crafted, earth conscious product line while maintaing a sense of style. With a mix of Alternative's "Go-To" basics with a new line of seasonal lifestyle product, we present a unique identity, message and product across all platforms to continue telling our story of why choosing Alternative means choosing "Comfort - Inside and Out".

RESULT - Alternative found a connection point with consumers beyond the idea of just a "Basic" piece of clothing. A new soul, awareness and sense of craftsmanship is attached to the brand that resonated with the consumer, which was proven with rising numerics through all media platforms and conversion to higher sales at retail.

CHANGE IS IN THE AIR
We've got a natural attraction toward earth tones, organic prints and weathered washes. And this fall, we've got you covered with cozy outerwear, chunky knits and essential separates made for soft living. So pile on the plush scarves, layer on the sweaters and step into the fall air. 
It's time for change...

Creative Direction: Scott Richards 
Art Direction: Mark Dayao
Photographers: Jason Lee Perry
Ryan & Sonia Rickett
Video: Benjamin Kutsko
Stylist: Cassandra Kellogg
Designers: Matthew Penkala, Danielle Harris