A couple weeks ago, I attended the preview of the Times Profile Shop's Alternative Apparel launch.
The Times Profile Shop is the first of its kind, using Temporary Brand Profiling. Kind of like a pop-up shop, the Times Profile Shop brings in one brand at a time, profiling it for a specific period. The catch? Each brand being profiled is to produce some limited edition pieces for the store. The first brand that was profiled in the Times Profile Shop was Montreal's Naked and Famous Denim.
Currently, the Times Profile Shop is showing 60 pieces from Alternative Apparel's signature line.
Alternative Apparel, not to be confused with American Apparel, is a line of stylish basics, from outerwear, loungewear, dresses, and now, accessories. The company was founded in 1995 when Founder Greg Alterman set out to design the perfect t-shirt. Now, Alternative Apparel is one of the fastest growing (private) companies in North America.
The pieces at the Times Profile Shop didn't disappoint. From tanks and t-shirts, to hoodies and cargos (men's only), each piece felt soft to the touch and had that worn-in look. There's a hoodie that I have my eye on (it's so soft!!).
The next time you're in Gastown, be sure to stop by and pick up a piece (or two!). The Times Profile Shop will be featuring Alternative Apparel until April 2011.
Alternative Apparel can also be found at Aritzia, TNT and Urban Outfitters.
Times Profile Shop
231 Cambie St.
Thanks to Lotus Leaf Communications for the photos and to both Lotus Leaf and the Times Profile Shop for the preview.