By  on April 21, 2011

VENICE, Calif. — After 16 years in business against rivals such as American Apparel and James Perse, Alternative Apparel is out to boost its profile with its own stores.

With corporate headquarters in Norcross, Ga., and a design team based in Los Angeles, the steadily growing company has opened its first store in this beachside community. The store follows Alternative’s 2008 experiment in pop-up retailing at the Fred Segal complex in Santa Monica, Calif., where it collaborated with Jeannine Braden, owner of the now-defunct boutique Fred Segal Flair, and John Moore, founder of a creative consultancy called Pencil on Paper Studio. It also highlights how Alternative has transformed itself from a pioneering manufacturer of burnout T-shirts to an aspiring lifestyle brand offering leather and canvas accessories, washed denim blazers, pullover Baja hoodies and other sportswear pieces, all reflecting its design philosophy that emphasizes comfort.

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