Alternative’s New SoHo Outpost
By Clare Varga

Alternative opens the doors to its first East Coast store – 281 Lafayette in SoHo.

Apr 25, 2014
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California-based brand Alternative opened the doors to its first East Coast store this week for a soft opening. As big fans of the brand, we made sure to get down there and check it out firsthand.

The spacious SoHo outpost is the perfect balance of cozy and contemporary, immediately making us wish we lived here. The brands signature pieces hang effortlessly on racks with subtle nods to the supple materials throughout everything from textured pottery to miniature sheep tucked away in displays.


Every detail has been considered, from the location to the fitting rooms where one of the brand’s Instagram followers and talented illustrator Jenny Walton rendered schematics of the garments from the current line directly onto the walls. Also working with Andrew Lyon of The Functionality in Brooklyn, the store is just as beautiful as it is invested in its New York customer.

“Our New York City customer is globally connected and locally engaged,” said President and Chief Merchandising Officer Erik Joule. “Given such, we have designed our SoHo space to serve as a platform for joining culture, community and commerce through simply designed and innovative fashion basics, offered alongside a curated arrangement of brands and artists that share our values.”

The location at 281 Lafayette is currently open seven days a week; its Grand Opening in early May will be a big event that is sure to not disappoint. Swing by and check it out next time you’re in SoHo, and keep your eyes peeled for more details to come!

– Erin Mintun 


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