Basics label Alternative to close its LA lab

Los Angeles - Alternative is known for offering eco-friendly, elevated basics. Although based in Atlanta, the label ran its design lab in Los Angeles’ Fashion District. According to Apparel News, the brand has decided to close its design lab and office in Los Angeles and maintain its base in Atlanta.

The decision to close the design label was reflected by the label’s fashion efforts. Although the date isn't set, the lab is scheduled to close by the end of the year. “Statistically, 60 percent of our effort was going to fashion, but it resulted in no more than 15 percent of our sales,” Evan Toporek, chief executive officer of Alternative, told Apparel News. The brand used the Los Angeles design lab as a way to create more fashion-forward styles instead of focusing purely on basics. Although the brand will still continue its gym and athleisure styles, the company is going to focus more on their basics. “We want to own the basics market,” Toporek told the publication. Also, the brand isn’t disappearing from the Los Angeles fashion market either. Although the company is based in Atlanta, it will still run its four Los Angeles boutiques and maintain a local presence.

Alternative is known for offering sophisticated basics with a sustainable conscious. The brand was founded in 1995 as a fashion lifestyle brand known for its comfort and simplicity. Prices range approximately from 38 to 130 dollars in price. The brand’s corporate headquarters are based in Atlanta. The company has four retail locations with three based in California and one in New York. The California locations are in Los Angeles, Venice, and San Francisco.