Industry News 7/7/2014

WEB: Alternative Announces Launch of New Website

Alternative Announces Launch of New Website
Sustainable Apparel Brand to Debut E-Commerce Site for Summer 2014

Press Release from Turner PR

(LOS ANGELES, CA) July 7, 2014 – Sustainable basics brand Alternative announces the launch of its new website and online shopping destination. The new site will provide a user-friendlier platform for mobile and tablet as well as enhanced shopping features, while highlighting the brand’s commitment to sustainability and fabric innovation. As part of Alternative’s 2014 growth strategy, the revamped website comes on the heels of a newly appointed executive team and the opening of the brand’s first East Coast store in New York City.

Built for mobile and tablet usage to optimize user experience on the go, the website is set for a two-phase launch. In its first phase iteration, the new will include the debut of a more simplified and seamless shopping experience, including a ‘Shop by Fabric’ category that highlights key proprietary fabrics from the season; from french terry and 100% organic pima cotton to a variety of eco fabrications. Other enhanced attributes include detailed fabric stories, integrated social content, virtual gift cards, wish lists and gift registries, mobile optimization, self-managed accounts and streamlined navigation to improve overall user experience. The second phase, set for July 2014, will integrate international shopping as well as full blog integration to help tell the story of Alternative’s sustainable design.

The relaunch of comes as part of a larger renewal for the brand, which includes the appointment of Scott Roslyn as Vice President of Direct Retail. In the newly created role, Roslyn supports the brand’s growing retail footprint by overseeing all direct channels including e-commerce and proprietary doors across North America. Overseeing the website overhaul, Roslyn aims to create a seamless user experience that also speaks to the brand’s unique personality.

"Our goal with the new website is to orchestrate a multi-channel approach to our e-commerce. We want to fully immerse new and existing customers in the world of Alternative, whether it be through our unique fabric stories or innovation in sustainable design. We have constructed the new platform to engage our customer and allow for an educated, yet simplified, shopping experience.”

Alternative’s new website launches in its first phase today, followed by a second-phase installation next month. For more information, please visit

About Alternative
Founded in 1995, Alternative is a fashion lifestyle brand best known for comfort, simplicity and its commitment to sustainability. Through innovative apparel design and involvement in purposeful causes, it aims to connect people, inspire creativity and catalyze change. Alternative’s design studio is located in Downtown Los Angeles and corporate headquarters are in Atlanta, Georgia. Retail stores are in Los Angeles, San Francisco and New York City. To learn more, visit