(Que in Heidi Klum’s German accent) In fashion, one day you’re in and the next day you’re out.

I think we can all agree that Alternative Apparel will never be out. Their collection of vintage cut t-shirts and super soft eco-friendly fabrics are must have staples in any wardrobe.

Alternative’s fall/winter 2010 collection sticks to their design aesthetic of  sophisticated minimalism. Their runway show, entitled “The Show Must Go On!” was a huge hit at their new Los Angeles showroom. Fashionistas, designers and a few celebrity A-listers were impressed with Alternative’s collection of classic 1930’s Americana with a modern twist. 

Here’s what Chief Creative Officer Greg Alterman had to say about his latest vision:

The fall/winter 2010 line is all about street-wise sensibility with an edge. These pieces are chic, smart and practical—a much-needed response to the current economic climate and global value shift in the fashion world.

Alternative Apparel fits right in with the action sports fashion scene by providing that low-key California effortlessly cool style – which is one of the many reasons why we love them here at S.A.W.

Since the fashion industry is always fashion forward, the new collection won’t hit shelves until fall. Don’t worry, you’ll still be in style for the summer. We just stocked up on Alternative’s new spring and summer collections. Stop by the online shop to check out the new variety of tanks, dresses and tees.  Click here to view the collection