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Here's What's Going On With All That Yarn Downtown

Image courtesy of Alternative
Image courtesy of Alternative

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Have you noticed some twisted strings hung up on and around Lafayette Street recently? No, they're not some crazy spiderwebs (thank goodness)—they're part of an art installation celebrating the opening of Alternative later this month, which is the brand's first store outside of California..

Alternative commissioned Andrew Lyon, a member of the Brooklyn-based artist collective The Functionality, to create these yarn sculptures to highlight "the fabric of the city"—and, of course, to draw attention to the store. If you see any around the area, snap a pic and tag it #WearAlternative on Twitter and Instagram.

Oh, and about that potential confusion with its similarly-named neighbor? Alternative has now dropped the "Apparel" from its name—though their URL has kept it.
· Alternative [Official website]
· Alternative Apparel Opening Next to American Apparel [Racked NY]

Alternative

281 Lafayette Street New York, NY 10012