The Alternative Apparel to American Apparel. Making Alternative fashion for alternative people. So if your in the market for a way of expressing your individual personality, then this is a label for you. They have been around since ‘96 and have a steady gain to fame. As seen on stars if that is a critieria for your buying pleasure. If not, buy them for their Eco friendliness. You can even get creative and make your own custom look by using the catalog offered.