Outdoor Ads Latch Onto Their Surroundings Like Leeches [Pics]

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Alternative's SoHo store encourages greater local engagement.

Ross Brooks
  • 14 april 2014

Alternative, a fashion lifestyle brand best known for comfort, simplicity and a commitment to sustainability, recently announced the opening of its first East Coast store in New York. The company has partnered with Andrew Lyon, a member of the Brooklyn-based art collective The Functionality, to create an installation that ensnares passersby and encourage them to investigate further.

The bespoke sculpture on the front of the store is meant to represent Alternative’s fabric first ethos. “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.”


Interior designer Danny Gonzales, who has worked on all of Alternative’s stores, created an aesthetic that highlights the history of the local area, and also makes use of local craftsmen, along with sustainably-sourced materials. in addition to a retail space, the store will also play host to events and initiatives aimed at greater local engagement.

The Alternative SoHo store opens this month on 281 Lafayette Street, and will be open Monday through Saturday from 11am to 8pm, and Sundays 11am to 7pm.



+Alternative Apparel
+Andrew Lyon
+Danny Gonzales interior design
+fashion / apparel
+The Functionality art collective

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