Alternative Apparel Opening Next to American Apparel

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Basics brand Alternative Apparel has chosen an interesting spot for its first New York City store: right next to the American Apparel in Soho. To our own knowledge, neither brand has ever brought up concerns over the similar-sounding name (and similar product line), but Google pulls up a good amount of search results for the query: "alternative apparel vs american apparel."

Is there room for legitimate customer confusion? Alternative Apparel often just goes by Alternative, but their site still references the full name in several spots (including the URL). It's the smaller of the two companies, but Alternative was born about three years prior to American Apparel. The advertising though is very, very different.
· Alternartive Apparel [Official Site]
· Dov Charney Gives Zero Effs About 'Made in America' [Racked]