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Alternative(R) Launches 'Candy Dandy' as Part of New Retail Concept 15 Minutes at Fred Segal Flair.

Select Alternative Styles, Limited Edition Shirts and Original Artwork by Matt Sohl to be Available for Sale Exclusively at Fred Segal Flair in Santa Monica, August 16 - September 30, 2008

LOS ANGELES, Aug. 15 /PRNewswire/ -- Alternative (, premium fashion statements inspired by and created for free-thinking people everywhere, is introducing "Candy Dandy" as part of a brand new retail experience, 15 Minutes with Alternative and Matt Sohl at Fred Segal Flair in Santa Monica on August 16th, 2008. An innovative collaboration between Alternative's founder and creative director, Greg Alterman; contemporary artist Matt Sohl; owner of Fred Segal Flair, Jeannine Braden; and creative director John Moore, 15 Minutes with Alternative and Matt Sohl will feature over sixty styles from Alternative's Fall collection, including super-soft burnouts, eco-friendly tops, and accessories in a variety of candy colors for men and women. As part of the experience, an exhibition of 15 original Sohl paintings will hang in the space, and limited edition Alternative t-shirts featuring the same hand-painted designs will be numbered and signed, and available exclusively at the store and online at Alternative's website while supplies last. An invitation-only launch event will take place on the evening of August 21st, and the installation will extend through September 30th, 2008.

Part retail experience and part cultural exhibition, the 15 Minutes concept brings the artist and designer together in a revolving show, presenting a carefully curated mix of the newest bodies of work from each. 15 Minutes with Alternative and Matt Sohl will cohesively introduce different parts of Alternative's new collection and ad campaign, "Candy Dandy," and incorporate signature brand elements, such as multi-layered dressing room curtains made entirely from its popular cotton/polyester burnout material.

"We have been waiting for the right opportunity to test LA's retail market and I couldn't think of a better creative platform for us than 15 Minutes," said Alterman. "We're honored to launch 15 Minutes with John, Jeannine and Matt, and tell the Alternative story to everyone who comes in to experience the concept over the next 45 days. 15 Minutes is a brilliant canvas to present a designer's vision as it was meant to be, and I'm excited to invite people inside our design studio to be inspired."

"Alternative represents creativity and the classic California lifestyle, and we are thrilled to have them kick off the first exhibition of 15 Minutes at Fred Segal Flair," said Moore. "This experience is not a pop-up store, but rather a show or destination to awaken the senses. It's a brand's custom play list; their favorite art; the statement they make. 15 Minutes showcases a designer's intrinsic soul and, in Alternative's case, that soul is about confidence, freedom of expression -- and perfectly worn, super-soft tees to be worn wherever, whenever."

Marking Alternative's first foray into the retail store arena, the "Candy Dandy" merchandise mix will include the brand's most popular basics, velvety Pima A-line tees, various styles from Alternative Earth's new Eco-Vertigrain line, and perfectly flattering capri leggings. Prices range from $30-$60 and are available in XS-XL.
 For more information, please visit

 About Alternative(R)

At the core of Alternative is creativity and passion. Designs begin with an inspiration, materialize into conceptual sketches, and evolve into a garment that finds its true meaning with the individual who wears it. Alternative believes in inherent self-expression as an integral force in the global community, and has been challenging the concepts of fashion since 1996. Founder Greg Alterman's dedication to creating the perfect t-shirt has since grown into one of today's hottest lifestyle brands, offering premium fashion statements inspired by and created for free-thinking people everywhere.

Known for perfectly fusing classic comfort with modern sophistication and style, Alternative is widely recognized for super-soft, high-quality fabrics, innovative wash treatments and attention to detail. In 2007, the company introduced Alternative Earth, featuring a collection of 100% organic cotton shirts and eco-friendly loungewear manufactured with organic and recycled poly, and naturally occurring rayon fibers.

Alternative distributes products for men, women and babies/toddlers across the U.S. and abroad, including Germany, Australia, Japan, and the United Kingdom. The company's corporate headquarters are located in Atlanta, Georgia, with showrooms in Los Angeles and New York. For more, visit

About 15 Minutes at Fred Segal Flair

Every 15 minutes, Jeannine Braden and John Moore are inspired to jump into 15 new projects. Originating when the two met in 1998, the plan for 15 Minutes officially launched in July 2008 as an all-encompassing artistic experience; a cultural meeting place where designers, artists, shoppers, and the like come to play, meet, and be inspired. Marked by a shared love of everything California, and a common approach to the creative process, Braden and Moore established 15 Minutes at Fred Segal Flair as a blank canvas for various designers to showcase an unedited, thoughtfully compiled collection.

15 Minutes at Fred Segal Flair is a revolving installation of well known and emerging designers and artists. Fusing the worlds of fashion, art, music, and design, 15 Minutes at Fred Segal Flair offers the opportunity to look, touch, smell, hear and wear all aspects of each designer's core concept.

CONTACT: Andrea Tagliareni,, or Lauren Kay,, both of KurenT Inc., +1-310-397-9025, for Alternative

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Publication:PR Newswire
Date:Aug 15, 2008
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