Alternative Apparel | Common Thread [No. 1]

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editor’s note

At Alternat iv e, com m un i t y is in our DNA. It’s part of who we are as a company, a brand and a culture. That ’s why we’ve decided to launch Common Thread, our new lifestyle magazine dedicated to promoting community, creativity and consciousness.

Through Common Thread, we’re telling the stories of the real people behind our brand—artists, activists, entrepreneurs, creators and innovators—who have a passion for life, and for their craft. Inside, you’ll find individuals who inspire change, empower goodness and enrich the lives of others.

For this inaugural issue, we immersed ourselves in Atlanta’s indie art scene, learned what inspires our new Design and Accessories Directors and caught up with our favorite L.A.-based screen-printers. We got the dirt on the farm-to-table movement, discovered an urban beekeeping phenomenon and found out pretty much everything about our new retail store designer.

The words, images and illustrations in this magazine are designed to celebrate our community members.

These are the people who love what they do, whatever it is, and want to make a difference—that is the common thread that connects us.

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ALL IN THE FAMILY

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DESIGNING TO A TEE

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FEATURE: A LT E R N AT I V E S P R O U T S U P ON ABBOT KINNEY

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The new flagship store is set in a 1,700-square foot 1920s Craftsman style home, and in true Alternative style, the design is all about the details.

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FROM THE FARM TO THE TABLE

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PIONEERING AT L A N TA’ S INDIE ART SCENE

CONTENTS

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BAG REPUTATION 018

make a difference for the cure

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EAST 020

Q&A with DANNY GONZALES

MEETS

WEST

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A BUZZ-WORTHY O P E R AT I O N

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A L L I N T H E FA M I LY Get to Know the Guys Behind L.A.’s Family Industries

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Not only are Max (left) and Alex (right) master printers, but they’re hilarious all-around good guys. Pictured with Ace, Family’s loveable guard dog.

When Max Hellmann and Alex Meiners joined forces in late 2008, they had one goal in mind: to create a screen-printing shop where customers would be treated like family. With that vision—and plenty of collective design and marketing experience—Family Industries was born.

Hellmann and Meiners met while both were honing their skills at another shop and immediately clicked when it came to art and design.

With a shared passion for silk-screening and a relentless work ethic, the two decided to partner up and started printing shirts part-time for their families and friends out of a run-down shed behind Hellmann’s Echo Park home.

It didn’t take long before word got out about the duo’s designs and business began to boom. In 2009, they upgraded from the cramped shed space to the garage of downtown L.A.’s KGB building. Then, when Family became a full-time job for Hellmann and Meiners in 2010, they decided to look for a space that was friendly and accessible where they could work closely with their clients.

With a shared passion for silk screening and a relentless work ethic, Hellmann and Meiners decided to partner up.

Settling into a historic turn-of-the-century building in the notoriously artsy downtown L.A. warehouse district, these master printers are now running a one-stop-shop for all the silk-screening needs one could have, complete with two manual screen-printing presses, live printing gear and design capabilities.

With their uniquely creative and customer-oriented vibe, Family has garnered all manner of clients, from small local indie bands to international household names like Universal Pictures, SyFy Channel, and Focus Features. Part of their multi-faceted appeal, they also specialize in doing silk-screening at large-scale festivals and events like Comic-Con where they live-printed tees for Alternative and over 5,000 shirts for last summer’s hit comedy Scott Pilgrim vs. the World. Whatever the project, big or small, it always feels like a family affair with Hellman and Meiners.

Learn more about Family Industires at familyindustriesla.com

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Set against the uniquely appealing backdrop of Venice Beach, Abbot Kinney Boulevard embodies the diverse, creative culture and casual, laidback lifestyle that drives people in droves to the West Coast. Both edgy and elegant, the hip, cozy neighborhood doesn’t just feel like home, it is home—to Alternative’s first flagship retail store.

Nestled among an eclectic hippie-meetshipster mix of restaurants, galleries, boutiques and specialty shops, the new store is set in a 1,700-square foot 1920s Craftsman-style home. And in true Alternative style, the design is all about the details.

Building the store with the same commitment to quality and care that go into Alternative’s clothes is interior designer Danny Gonzales. A 20year design industry veteran with an impressive clientele roster including Armani, Henrí Bendel and Ferragamo, Gonzales has refashioned the store interior with mixed materials, recycled fixtures and reclaimed surfaces to capture Alternative’s vintage-inspired vibe and handcrafted touch. “The look is sophisticated and urban with subtle details in the fabrics, painted treatments and materials used throughout the space,” he describes.

The creativity doesn’t stop at the interior, though. A highlight of the newly remodeled exterior is a beautifully landscaped garden inspired by New York City’s High Line Park where patrons can sit and enjoy the year-round phenomenal weather that only

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“We wanted the space to serve not just as a retail store, but as a community Venue.”

Southern California can offer. To bring the lush vision to life, Alternative partnered with local floral guru and owner of L.A.’s Dandelion Ranch, Clover Chadwick.

With a design philosophy “rooted in the observation of nature,” Chadwick’s inimitable arrangements incorporate “local, seasonal ingredients inspired by Mother Nature.”

Working with local designers, craftsmen and artisans who exemplify the Alternative lifestyle was of paramount importance to Founder and Chief Creative Officer Greg Alterman when he first laid the plans for his flagship store back in 2009. “One of the main goals of the retail store is to support the real people behind our brand, and Abbot Kinney seemed like the perfect fit,” he says, adding “Venice was home to our first California office seven years ago, so it means a lot to us that we’re back in the neighborhood.”

A reflection of his community-centered creative vision, Alterman plans to regularly host events at the spacious new store, such as yoga sessions on the back deck, charity fundraisers in the garden and art showcases in the numerous interior rooms. “We wanted the space to serve not just as a retail store,”

he emphasizes, “but as a community venue that really captures the creative energy of the Alternative brand and lifestyle.”

Founded by Abbot Kinney in 1905, Venice was designed to recreate the cultural experience of its Italian namesake. Over the years, this creative hub has been home to many influential artists and musicians including the legendary Doors and pioneering skaters the Z-Boys.

With creativity in their DNA and 16 years of continued success under their belts, the Alternative team is now focused on delivering a heightened brand experience to customers. Vice President of Retail and Consumer Strategy Ari Bloom has ensured that the new store will employ advanced technology, including wireless checkout, touch screen stations with hands-on social media interaction and Foursquare integration.

“Opening our own store will allow us to present our customers with a truly unfiltered brand experience and build more direct relationships. In addition, we will feature design and technological innovations that have never been seen before in a retail apparel setting,” says Bloom, noting that shoppers will also be privy to free onsite Wi-Fi and store-only discounts and promotions.

As a brand whose authenticity is not just in the products, but in the people, Alternative should fit right into Venice Beach, a oneof-a-kind neighborhood that has thrived on counterculture where people are passionate about living, whatever they do.

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FROM the FARM to the TABLE

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Serenbe Community Serves Up a Healthy Dose of Sustainability

A thriving metropolis and the unofficial capital of the South, Atlanta, Georgia is known for its bustling downtown filled with soaring skyscrapers, booming businesses and gridlocked traffic. Few visitors would guess—and many residents still don’t know—that just a short drive outside the city lies a tranquil, natural oasis of sustainability, cultivation, arts and culture.

Farm Manager Paige Witherington tends to serenbe’s organic crops, Inclulding over 350 vegetables, herbs, flowers and fruits.

A sprawling, 1,000-acre community located in the city of Palmetto, Serenbe was founded by Steve and Marie Nygren and Rawson Haverty, who have created a model of new urbanism promoting walkability and community living as well as land preservation, agriculture and energy efficiency. In addition to its private residential homes, art galleries and original shops with charmingly eclectic architecture, Serenbe is home to a 30-acre organic farm which is helping to pioneer Greater Atlanta’s farm-to-table movement.

According to Farm Manager Paige Witherington, Serenbe grew over 50,000 pounds of produce last year, 70 percent of which was allotted to the farm’s community supported agriculture (CSA) program members.

“Another 20 percent is sold to restaurants and wholesalers,” explains Witherington, “including the three Serenbe restaurants—The Farmhouse, The Hil and Blue Eyed Daisy Bakeshop—as well as top Atlanta restaurants Holeman and Finch and Restaurant Eugene.” The remaining 10 percent of crop yields are sold at the Serenbe Farmers’ Market where Witherington and her crew gather alongside other local and sustainable growers, artisans and craftsman each Saturday morning from May through November.

When asked about her typical day as Farm Manager, Witherington— who passed up the jobs that came along with her Biosystems Engineering degree after falling in love with farming on a summer trip to Montana— is quick to point out the diversity of work on the farm. “Each day is different and nature holds the reins,” she says, adding that the tasks at hand include everything from irrigating, planting and harvesting to delivering vegetables, collecting compost and moving flocks of hens.

Notably, she cites the weather as one of her greatest obstacles on the farm. “I’m seeing more strange weather patterns that occur year after year…which can be very challenging when trying to plan seasonal shifts and changes on the farm.” Experiencing the effects of climate change firsthand, she stresses that “food security is becoming increasingly important. As climate change becomes more and more of a reality and our methods of agriculture become more foreign and industrialized, small sustainable farms will keep food accessible and close to home.”

Of course, eating fresh, pesticide- and chemical-free food also keeps our bodies and our land healthy. And most importantly to Witherington and the rest of the crew at Serenbe Farms, food helps to build community.

“Food,” she believes, “is an important part of our culture. Sure, we have to eat to survive, but food also allows us to share time with others, putting an emphasis on family and relationships.” Indeed, the exceptional care that goes into the food at Serenbe—from the farm to the table—is what makes this sustainable community so special.

To learn more about Serenbe Farms and community, visit serenbefarms.com a l ternat i v e

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Alternative’s Lissa Zwahlen

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With her comfort-centric philosophy and casual-cool aesthetic, Design Director Lissa Zwahlen is a flawless fit for Alternative’s hand-crafted fashion basics. After years of continued success in the surf industry—she was instrumental in launching Quiksilver’s revolutionary Roxy brand for women in 1994—Zwahlen brought her immense talent and love of laid-back lifestyle apparel to Alternative this past June.

While she cites Céline’s Phoebe Philo, the fine art of Marni and Rei Kawakubo of Comme des Garçons as her design idols, Zwahlen’s own fashion-forward designs and classically chic personal style are based on comfort and longevity.

“I adore high fashion, but it’s not always realistic. People want clothes they can wear for real life,” she states matter-of-factly.

As part of her more accessible approach, Zwahlen draws from high fashion and then focuses on making her garments more comfortable and utilitarian.

“It’s all about enhancing the garment through details, color and fabric to make it special, but not intimidating.”

As Alternative continues to expand beyond its signature vintage-soft tees and breaks into new product categories and segments, Zwahlen’s wide breadth of inventive, original designs will be integral in telling the brand’s head-to-to story.

“We’re constantly exploring new categories to round out our line. For summer, the focus is on dresses, skirts and lightweight wovens,” she explains, adding that “an entirely new range of sweaters and knits will surface this fall.”

Now available online and in stores, Lissa Zwahlen’s debut summer collection features feminine, flowing styles, lightweight fabrics and sun-kissed hues that embody the carefree, relaxed feel of the season.

PIctured above, zwahlen’s forthcoming fall line incorporates new eco-Fabrics, organic prints and chunky knits.

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Young Blood Galler y & Boutique

Pioneering Atlanta’s Indie Art Scene Over the past decade, Young Blood Gallery & Boutique has introduced Atlanta to hundreds of up-and-coming artists and do-it-yourself crafters. This acclaimed indie showcase of talent is filled with unique finds, from beautiful and often thought-provoking artwork to hand-made jewelry and accessories to pottery, furniture and miscellaneous gifts galore. After sitting down with Young Blood Co-Owner Kelly Teasley, she confirmed what we already knew: Young Blood is one of those rare gems that you wish were everywhere… but then again, you’re glad it’s not because it makes your city special.

Alternative Apparel: So how did you and Co-Owner Maggie White become business partners and come up with the concept of Young Blood? What was your inspiration behind the whole idea?

Kelly Teasley: Maggie and became friends in high school and roomies right after college. I was a painting major and went around to galleries showing them my portfolio, but I was frustrated by the fact that they weren’t interested in showing local or emerging artists. We were very involved in the DIY music scene at the time and went to a lot of house shows to see bands; we started to wonder why we couldn’t do the same with art and eventually realized we could. I had an old friend in Atlanta who was in the same boat as me, so the three of us put up flyers around the city looking for artists who wanted to showcase their work in a house art show. Well, we got lots of responses and Young Blood was born! We had shows about every three months in the living room of our house—we’d put all of the furniture in our garage for every show. At first it was a free for all of any art, but then we started creating themes for people to work from or paired artists together. That was from 1997–1999. Then, after getting tired of moving all our furniture

Young Blood is located in Atlanta’s much-loved Virginia Highland neighborhood, a top destination for shopping, dining and nightlife.

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“Most importantly, we are huge advocates of supporting emerging artists in the gallery.” every few months we looked for a permanent home for Young Blood. We found it in an old TV repair shop, where Young Blood lived until 2007, and in 2008 we moved into our current spot in the Virginia Highland neighborhood.

AA: So many of your up-and-coming artists go on to become highly successful and sought-after around the country and the world. How do you find them, and about how many are local?

KT: We do a ton of research online to recruit new talent.

Many artists also submit to us online or come to us in person.

And of course, whenever we go out of town, we look for new artists and visit area craft festivals and art shows. About 50 percent of our artists are local. To give you an idea of how many people that is, the boutique currently has about 300 artists.

AA: Atlanta residents know that Young Blood is one of a kind, but for those outside of the ATL, explain what sets your amazing space apart from other boutiques and art galleries?

KT: Most importantly, we are huge advocates of supporting emerging artists in the gallery.

We wanted to open the public’s eyes to these incredibly talented but often unknown individuals.

The boutique part of Young Blood also allows us to further our goal of supporting emerging artists while offering affordable pieces of art—the idea is that everyone can come home with something.

After visiting New York and San Francisco, Maggie and I noticed a pattern of shops where the artists were set up in the back creating and then they had a store-front selling the pieces they made. We loved the idea of a boutique and a gallery that would go hand-inhand and support each other and knew Atlanta needed something like that. It just made sense.

Check out young blood online at youngbloodgallery.com

Known for its playful and unpretentious art shows, Young Blood’s gallery sometimes showcases the work of a single artist or might feature 50-100 artists at any given time.

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MAKE A DIFFERENCE for the CURE

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At Alternative, we believe that every effort is crucial— there is no act to small.

At Alternative, we believe that every effort is crucial—there is no act to small. That’s why we’ve partnered with the global leader of the breast cancer movement and introduced our Pink Ribbon Collection.

For every participating Pink Ribbon style purchased from April 1, 2011 through December 31, 2011, Alternative will donate a percentage of the retail price to Susan G. Komen for the Cure®.

To join us in the f ight against breast cancer and make a difference with what you wear, visit alternativeapparel.com/PinkRibbon

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Q&A with

Danny Gonzales Alternative’s Interior Designer and Jack-of-All-Trades

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Following the grand opening of Alternative’s f irst flagship retail store in Venice, California, we thought we’d introduce our customers to the man behind the design. Meet Danny Gonzales: interior designer, passionate artist and jack-of-all-trades. With his appreciation for detail and handcrafted approach, Danny was a natural f it for the job and has brought the Alternative experience to life at 1337 Abbot Kinney Boulevard. Read on as he talks about his multi-faceted design career, his lifelong love affair with fashion and his surprise success as an actor.

Alternative Apparel: Let’s start with a little history. What’s your design background and how did you get involved with interior design in the first place?

Danny Gonzales: It was an organic process for me. As a child, I was naturally drawn to anything art-related. I always wanted to transform and create exciting environments, and as a product of the New York City public school system, I was blessed with teachers who exposed me to various art movements and fashion trends.

After attending Parsons the New School for Design, I began my career by managing the sample department for Angelo Donghia’s New York showroom. I was

working with some of finest designers in the industry, but I soon realized I had to pursue my love for fashion and find an outlet that would allow me to create in more immediate and varied mediums, so I turned to visual merchandising, designing concepts for Henrí Bendel, Ferragamo, Fendi, Cartier and Armani.

AA: As a 20-year design industry veteran, what do you consider some of the most fulfilling or notable moments in your career?

DG: I’ve had many proud moments in my work, but I’m not sure what one would consider notable. I once had my hand-painted jewelry displayed in the windows of Harrods of London—and I had never even heard of them! I was only 18 years old. I also found my work at Giorgio Armani to be extremely rewarding.

During my stay I developed the visual merchandising program and assisted in the expansion of Armani’s domestic stores. I also created special projects and installations which were hand-picked by Mr. Armani himself and implemented across the US and Europe. On a personal level, a notable experience for me was designing events for Tony Randal using toys as the décor and donating the toys afterwards to children with AIDS…nothing greater.

Gonzales incorporated recycled materials, vintage fixtures and reclaimed surfaces into his one-of-a-kind design.

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AA: Yes, I would definitely consider that notable. Retailers all over the world, Alternative included, are drawn to your signature style. How would you describe your personal design aesthetic and how does it align with the Alternative brand?

DG: Above all else, I would consider my style to be eclectic and authentic. I’m constantly influenced by the world around me, seeking to reinterpret the things I see and the experiences I have. I feel that a space should inspire your emotions as well as your vision, so I tend to borrow from what I’ve seen and attach what I may have felt at the time.

As a designer, I often have to detract from my personal style for the benefit of my clients; but with Alternative, I felt a connection to the brand’s emphasis on authenticity and craftsmanship—especially in the use of reclaimed materials and found objects.

AA: When designing the new Alternative store, what was your creative inspiration for the overall look and feel of the space?

DG: Having spent a lot of time at Alternative’s Los Angeles Design Lab to familiarize myself with the brand, I wanted to reinterpret that creative, diverse environment without forcing anything. I wanted every room or space to be treated differently, yet flow seamlessly into each other. I would describe the look as sophisticated and urban, but casual and laidback like Alternative itself. There are subtle details in the fabrics, painted treatments and materials used throughout. For example, the dressing rooms are made from oversized shipping crates, but each one has a different approach to the interior finishes. I wish for the customers to want to peek in the dressing rooms much like people visit bathrooms in nicely designed restaurants to see the interiors… at least I do.

“I’m constantly influenced by the world around me, seeking to reinterpret the things I see and the experiences I have.”

I audition for an off-Broadway show. I did—and I landed a lead.

I was bitten by the acting bug, which led to opportunities in directing, producing and screenwriting short films and theater. My biggest inspiration, however, comes from international travel and urban settings. I love to walk in a foreign countryside or bustling city. Admiring the everyday landscape, I’ll find natural beauty in the way people choose colors, fixtures or treatments based on necessity rather than intent.

I tend to look for beauty in ugly.

Each of the five interior rooms has a unique look and feel, yet all are distinctly alternative

AA: You certainly have a passion for your craft. How do you continue to stay inspired in your line of work; what fuels your creativity?

DG: I often turn to film and theater as a creative outlet. When I was working for Armani, on a dare some coworkers suggested that

Gonzales and his team put on the finishing touches with hand-painted trims, floor boards and murals throughout the store.

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bag reputation Meet Mollie Culligan

If you haven’t yet heard of Mollie Culligan, just ask Scarlett Johansson, Agyness Deyn or Drew Barrymore. Before coming aboard as Alternative’s new Accessories Director last spring, Culligan was heading up her own accessories line, Jack Rabbit Collection, which was a hit with A-list celebs and top-rated publications like InStyle, Lucky and Glamour. A self-taught, award-winning designer with a sixth sense for DIY business, she started the line out of her living room and expanded into more than 300 retailers worldwide, including Harvey Nichols, Barneys and Neiman Marcus.

Now, Alternative customers are discovering Culligan’s talents with the brand’s all-new line of bags and small accessories. From rugged weekenders and oversized totes to sleek holsters and stylish cross-bodies, each cleverly detailed accessory reflects her appreciation for craftsmanship and innovative yet timeless design aesthetic.

“I was inspired by our Founder Greg Alterman’s love of customcrafted, soft-washed fabrics which create a touchable quality like you’ve owned the piece for years,” she says of her coveted collection.

Incorporating triple drum-washed leather, artisan thick stitches and vintaged canvas, her cavalryinspired Scout series not only showcases a flawless attention to detail, but, she explains, “embodies Alternative’s brand ethos of comfort, craftsmanship and authenticity.”

A nod to fashion’s current 70s resurgence, culligan’s collection features vintage-inspired fringe details and over-washed denim.

Thanks to Culligan, Alternative customers can finally complement their ensemble with just the right accessory. Her favorite piece? “The Woodsman Backpack. It’s hip on a guy and sexy on a girl—and it’s cabin-ready.”

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GIVE PEACE A CHANCE “Japanese culture has a certain level of authenticity like no other. There’s a feeling of peace and serenity that’s rooted in their way of life and the people are simply beautiful, both inside and out.”

— Greg Alterman

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Finding Inspiration in the Heart of Japan

As any creative mind knows, one must constantly expand his or her horizons and encounter new people, cultures and sights to find artistic inspiration. The designers and innovators at Alternative are no different. Several times each year, Alternative’s design and creative teams—headed by Founder and Chief Creative Officer Greg Alterman—travel around the world in search of inspiration.

Last summer, this lucky group journeyed to Tokyo, Japan to explore everything from the urban lifestyle and architecture to the stunning natural landscape and ancient works of art. They wandered down side streets, strolled through lush, landscaped parks, tasted to-die-for local fare and (that’s right) attended a traditional sumo wrestling match. Over the course of two weeks, what they found was a seemingly endless pool of inspiration for Alternative’s new summer 2011 collection.

From afar, Tokyo resembles any major metropolis in the United States, but up close the city has a dramatic urban landscape with visually rich colors and textures at every turn. The backdrop is an intriguing mix of old and new with both classic and contemporary components, found in the architecture as well as the people. Known worldwide for their cutting-edge fashion, Tokyo youth

mesh the latest trends with vintage finds, displaying a unique culture of eclectic street style.

It was this east-meets-west sense of style—where form, flow and movement are key—that prompted Alterman and Design Director Lissa Zwahlen to create a globally-influenced summer line combining Japanese functionality with Alternative’s Southern California sensibilities. “Drawing inspiration from Japan’s vibrant street culture and love of timeless American style, we’re showcasing bold prints and patterns, weathered washes, sheer fabrics and tons of indigo,” Zwahlen explains.

Naturally, the team also incorporated elements from organic flower gardens, historic shrines, man-made towers, street art and signage to develop what Zwahlen describes as comfortable, loosely constructed bodies and light, airy styles with a fluidity and openness. “What began as a trip to Tokyo to discover the latest fashions turned into an observation of a highly creative culture and lifestyle,” she says. “That creativity and sense of complete comfort with oneself is what we’re trying to capture this summer.”

In the Name of LOVE In the wake of Japan’s recent tragedy, our hearts go out to those affected. To the millions of people whose lives have been forever changed, we’re offering our support along with Richard Chai.

100 percent of the proceeds from Chai’s LOVE JAPAN tee will benefit the Japanese Red Cross Society. To show your support visit ODIN online (odinnewyork.com). a l ternat i v e

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a buzz-worthy

OPERATION L . a . ’ s ba c k war d s bee k ee p er s When it comes to beekeeping, husband and wife team Amy Seidenwurm and Russell Bates are generating a serious buzz in Los Angeles.

A few years ago, the eco-conscious couple heard about colony collapse disorder, a syndrome affecting commercial beekeepers worldwide wherein a bee colony unexpectedly abandons the hive for no apparent reason.

Feral Honey is small-batch, chemical free, raw honey from silver lake’s local wild bees.

Wanting to do their part by helping to repopulate L.A.’s bee population, they contacted local bee guru Kirk Anderson and collectively the trio formed Backwards Beekeepers, a social group which brings together all types of individuals who share a common interest in urban beekeeping. The group began with roughly five people, but it has since grown into a minor phenomenon springing up around the globe. As part of their mission, members of this global community educate each other by sharing information, tips and stories in order to raise awareness.

In their opinion, the chemicals and pesticides used by major beekeeping operations are the culprit causing colony collapse. Their solution, then, is technically and philosophically simple: they just let the bees be bees. Accordingly, the group’s “backwards” epithet refers to their reliance of observation and natural practices— rather than pesticides, chemicals or treatments of any kind—to keep bees thriving.

“We subscribe to the principles of Backwards Beekeeping: a return to hands-off beekeeping, letting natural selection do the work that gave us bees in the first place at least 14 million years ago,” explains Seidenwurm. “Nature gives us strong, healthy, smaller and more resilient bees that are well-adapted to our local climate and food sources.”

Perhaps the couple’s sweetest reward for their efforts has been Feral Honey & Bee, the name by which they distribute their allnatural honey. Harvested in L.A.’s Silver Lake neighborhood, the honey is collected in small batches, allowing the bees to keep plenty for themselves to ensure their survival throughout the year. “Feral honey is never heated or filtered,” says Bates. “We cut comb from the hives, crush it, strain it and jar it. Simple.”

“We subscribe to the principles of Backwards BeeKeeping, Letting natural selection do the work.”

Choosing to barter with local restaurants instead of selling the tasty byproduct in bulk, Seidenwurm and Bates trade with a couple of local restaurants who favor the complex flavors of feral bee honey and appreciate the non-toxic, chemical-free way it is harvested. As nature would have it, honey takes on the flavor of whatever the bees are feeding on—which means that commercial honey production has a single predictable flavor whereas the honey from feral bees has a distinct flavor profile which changes seasonally and from neighborhood to neighborhood. Simply put by Bates, “All are delicious and 100 percent natural.”

For more information von backwards beekeepers, visit beehuman.blogspot.com

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You can find our community

ONLINE

Visit alternativeapparel.com/community for more features, events and Alternative happenings.

EVENTS

Music & Entertainment

The Comic’s Craft with Scott Aukerman

F a s hion & T ren d s

Watch Footage from the Fall 2011 runway show in West Hollywood, CA

discover the history behind our finest fabric!

Art & Design

Sustainability Spotlight Luscious Garage, Your Auto’s Eco-Alternative

Follow us at:

Get to know Alternative’s Creative Director, Scott Richards

twitter.com/AlternativeApp or facebook.com/alternativeapparel

S TA F F & C O N T R I B U T O R S

SPECIAL THANKS

M E D I A C O N TA C T S

editor-in-chief Molly Raney

Russel Bates Tucker Berta Richard Chai Mollie Culligan Max Hellmann Jarod Jones Alex Meiners Amy Seidenwurm Kelly Teasley Kate Thacker Paige Witherington Lissa Zwahlen Backwards Beekeepers beehuman.blogspot.com Danny Gonzales dannygonzales.com Family Industries familyindustriesla.com Serenbe Farms serenbefarms.com Susan G. Komen for the Cure速 komen.org Young Blood Art Gallery youngbloodgallery.com

For questions and inquiries please contact:

managing editor and writer Melissa Metcalf creative director Scott Richards design Ian Darken Rent Control, Inc. lead photographer Stephen Zeigler contributing photographers Keith Grieger Matthew Penkala Scott Richards

Molly Raney PR, Media & Events 678.924.5207 molly@alternativeapparel.com Starworks Group Austin Smedstad 646.336.5920 austin@starworksgroup.com To learn more about Alternative, visit alternativeapparel.com

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