Alternative Apparel takes laid back dressing to a whole new level

Didn’t get the memo? Mussed up hair aside, wearing your sweatpants in public is probably the most direct way to send easy breezy vibes. For Vancouverites, the best place to get said trendy basics is the Times Profile Shop (231 Cambie St., 604-681-3546), which is showcasing the full, spring/summer collection from Alternative Apparel for just a few more weeks.

Founded 15 years ago by Greg Alterman, the company used to be known for American Apparel-style staples but has become better known for its vintage-soft, mega-comfortable pieces such as the Rocky eco fleece zip hoodie ($70), burnout cotton deep v-neck tee ($43), a modal silky sporty tank ($60), and accessories like the Petey Shoulder bag ($160) and the Berkeley tote ($77). Fans of the label include Gwyneth Paltrow, Drew Barrymore, Ryan Reynolds, Brad Pitt, Rachel Bilson, and Adrian Grenier—all people who, we’re guessing, would steer away from laid back pyjama dressing if the pieces were anything short of amazing.

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