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Alternative's SoHo store encourages greater local engagement.
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.”