Alternative Apparel Flagship Will Open Next Door to American Apparel on April 15
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Seemingly banking on perpetual customer confusion, Alternative Apparel has decided to open its first city store right next door to its namesake nemesis in SoHo. Innuendo-laden window signage (“get inside me”) went up last month at 281 Lafayette Street, adjacent to the pseudo-temporary American Apparel outlet shop. Bills are also glued to plywood surfaces around the neighborhood.
Meanwhile, a store employee informs us that the new Alternative Apparel flagship will open next Tuesday, April 15. Tax day.
Oh, and in case you were wondering, the smaller Alternative brand predates Dov Charney’s hipster-pop store by three years.