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Alternative Apparel Is Back in Business Six Months After a Fire Shut It Down

The Alternative Apparel store in Soho Photo: Courtesy of Alternative Apparel

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Alternative Apparel is back on its feet in Soho. Following a devastating fire that closed the store back in November, the Atlanta-based brand reopened the doors to its first East Coast store at 281 Lafayette Street late last week.

Repeat visitors to the store will notice some similar elements: white brick walls, black flooring, two sets thick wooden beams that run from floor to ceiling and back again, and a big skylight right in the middle. This time around, they’ve added in some more shelves and rack fixtures, so the store feels really full of merchandise — especially its super-soft modal shirts right at the front.

The brand has also harkened back to its roots: The front door is painted a bright orange, which was the brand’s signature color at its 1995 founding (its apparel palette is now much more muted). This motif is echoed in the two vintage-looking orange chairs you’ll find at the back of the store.

Check out the new look in the photos below, or stop by for yourself to check it out this weekend, since all full-priced menswear is 20% off in honor of Father’s Day.

Inside the Alternative Apparel store in Soho
The back of the Alternative Apparel store in Soho
The front of the Alternative Apparel store, including the cash register, jewelry, and handbags
The front of the Alternative Apparel store, including the cash register, jewelry, and handbags
Outside of the Alternative Apparel store in Soho