Alternative Apparel, Mara Hoffman Debut New Collaboration
Alternative Apparel, the Los Angeles maker of fashion basics, continues to reach into new markets with its latest collaboration with New York–based designer Mara Hoffman.
Hoffman’s Cruise 2011 Mara Hoffman Swim collection featured a psychedelic take on tribal prints (think batik prints run through a kaleidoscope and Native American–inspired geometrical designs shot through with neon hues).
The designer worked with Alternative to design a poncho printed with a faded version of one signature Cruise 2011 print and cut from Alternative’s Eco-Fleece fabric. The hooded, open-front poncho features a matching belt and a thigh-grazing cut perfect for chilly nights. It could also easily double as a chic sweater.
Eco-Fleece is made from 50 percent polyester (6.25 percent of which is recycled)/46 percent cotton (6.25 percent of which is organic) and 4 percent naturally occurring rayon, according to the company. The garment is enzyme washed and low-impact yarn dyed.
This isn’t the first collaboration for Alternative. For the Fall/Winter 2010 season Alternative will offer a silk/Modal top designed by Richard Chai and a body suit and T-shirt dresses designed by Jeremy Scott. Those pieces made their debut during Los Angeles Fashion Week in March.
Alternative’s collaboration with Hoffman bowed on the runway at Mercedes-Benz Fashion Week Swim in Miami Beach in July.—Erin Barajas
