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Alternative Apparel celebrates its green initiative

November 23, 2009 |  5:02 pm

Last Thursday night, environmentally conscious celebrities and all-around fans of Alternative Apparel’s slouchy sweatshirts and super-soft loungy pieces gathered on the rooftop of the quaint Petit Ermitage hotel in West Hollywood to celebrate the “Think Earth” T-shirt, sales of which benefit Global Green. MONDAY

Model, mom and eco-friendly makeup line creator Josie Maran arrived early with her daughter in tow. Maran also appears in Alternative Apparel’s “ReThink” booklet, which highlights how various celebrities and notable names view and support the environment. Davis Factor -- also a party guest -- snapped a few of the book’s subject, such as Alicia Silverstone and Nina Clemente, wearing basics from the lifestyle line.

Alternative Apparel owner Greg Alterman, who started the line 14 years ago in his home state of Georgia, is looking to expand the brand into freestanding retail locations, so people can snap up their favorite cuts at one time. Also on deck: an expansion into ready-to-wear pieces such as the knit pants and a blazer Alterman was wearing at the party. Like American Apparel, but without all the irony.

-- Melissa Magsaysay

Photo: Josie Maran and Greg Alterman/Wireimage