Alternative Apparel Names Seth Ellison as Executive Vice President of Global Sales and Merchandising

ATLANTA, March 31 /PRNewswire/ — Alternative Apparel, premium fashion statements inspired by and created for free-thinking people everywhere, is excited to announce Seth Ellison as Executive Vice President of Global Sales and Merchandising. Seth will work out of the Alternative Los Angeles Brand Showroom and Design Lab. He will lead strategic sales planning initiatives and will also be an integral part of transitioning Alternative from a t-shirt company to a full lifestyle apparel brand. Ellison brings 20 years of industry experience to Alternative Apparel with an extensive background of product merchandising, domestic and international sales, brand management, and new business development.

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“We are very pleased to bring Seth on board,” states Alternative’s Chief Operating Officer, Evan Toporek. “Seth has the unique blend of sales and merchandising skills that we need at this point in our company’s evolution. He has honed these skills by serving in a similar leadership capacity with some of the industry’s most recognizable lifestyle brands.”

Ellison most recently worked as President of Perry Ellis Swimwear after a ten-year career with Nike. During that time, he served as President of Nike subsidiary Hurley International, after serving as Vice President and General Manager of Nike Apparel in the EMEA region. Prior to joining Nike, Ellison served as Vice President of Design and Merchandising at Quicksilver.

“I am very excited to be joining the Alternative family,” says Ellison. “At a time when there is so much uncertainty and negativity, consumers have to be careful with their money. They are not going to fall for brands simply because they shout the loudest or bury them with product. Alternative gets it: great product, great value from a brand that is inclusive and honest. Alternative has all the ingredients to become one of the next great global brands, and I’m very happy to be on the team.”

For more information, please visit www.alternativeapparel.com.

About Alternative(R)

At the core of Alternative is creativity and passion. Designs begin with an inspiration, materialize into conceptual sketches, and evolve into a garment that finds its true meaning with the individual who wears it. Alternative believes in inherent self-expression as an integral force in the global community, and has been challenging the concepts of fashion since 1996. Founder Greg Alterman’s dedication to creating the perfect t-shirt has since grown into one of today’s hottest lifestyle brands, offering premium fashion statements inspired by and created for free-thinking people everywhere.

Known for perfectly fusing classic comfort with modern sophistication and style, Alternative is widely recognized for super-soft, high-quality fabrics, innovative wash treatments and attention to detail. In 2007, the company introduced Alternative Earth, featuring a collection of 100% organic cotton shirts and eco-friendly loungewear manufactured with organic and recycled poly, and naturally occurring rayon fibers.

Alternative distributes products for men, women and babies/toddlers across the U.S. and abroad, including Germany, Australia, Japan, and the United Kingdom. The company’s corporate headquarters are located in Atlanta, Georgia, with showrooms in Los Angeles and New York. For more, visit www.alternativeapparel.com.

SOURCE Alternative Apparel