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Alternative Apparel | Good Good Things

Alternative Apparel

A recent trip to San Francisco led to the discovery of Alternative Apparel. It was great to see sustainable clothing coming up in a city which is already really eco focused with organic farmers markets and artisan coffee shops everywhere along with bakery’s serving organic artisanal bread and butter at $5 a slice! Yes, you read that right, $5 (that’s about £3.20!) for a slice of bread and butter.


Alternative Move collection // Printed modal strappy back vest


Good Good Things philosophy is that its better to be trying to do something good than nothing at all, that the intent and effort is more important to than being 100% perfect at everything. Too often brands get caught up in trying to tick every box instead of focusing on doing one thing well. Alternative Apparel focuses on fabric innovation aiming to be respectful to both people and the environment creating jersey basics with a cool edge.

Using low impact dyes and less water in the processing of their eco fabrics Alternative Apparel offers super soft jersey’s with the same worn in feeling that you get from your favourite T shirt that you have had for years. The San Francisco store offers a mix of own brand with limited edition pieces from brands such as Levi’s California collection which gives the place a chilled laid back feeling.


Alternative’s many shades of grey marl.


All in all it’s a cool shop with super friendly staff who are really knowledgeable about what they do. Its well worth a visit should you happen to be passing by Hayes Street in San Francisco, while you’re there check out. brunch in the really nice garden behind Arlequin.


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