Alternative
Alternative was a sustainable apparel brand built on fabric, comfort, and conscience. As VP of Marketing, I led a 12-person team through a brand evolution, including a complete digital rebuild, an integrated campaign practice, and a sustainability story the brand was living but not yet telling.
VP of Marketing
Brand & Campaign Strategy
Creative Direction
Integrated Campaigns
Sustainability Positioning
Content & Editorial
Web & Digital
Los Angeles River Campaign
Love (y)our home. A campaign that traded far-flung adventure for the LA River in our own backyard, tied to the movement to restore it.
Made in Peru
After a decade of sourcing Pima cotton from Peru, we went to see where it begins. Filmmakers and photographers followed us through cotton farms, mills, alpaca ranches, and natural dye houses to document the textile traditions behind our fabrics.
Campaign Photography / Devyn Galindo
Studio Photography / In-house
Web Agency / Instrument
Fabric 101 Guide
Alternative's whole story started at the fiber, so we built a material education system, print and digital, that made yarn count, GSM, and eco-fabrics legible to anyone. Craft explained without losing the craft.
Move by Alternative
An integrated campaign for a women’s activewear line, designed for her by her: an ambassador program of real women, editorial, PR, social, and retail activations from Nordstrom to fitness studios.
