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Alternative Extends Partnership With Elizabeth Glaser Pediatric AIDS Foundation

Premium Lifestyle Brand Supports Foundation's Signature Los Angeles and New York Events for Second Year in a Row with Eco-Friendly Apparel and Green

Forest Activity Area

LOS ANGELES, June 5 /PRNewswire/ -- Alternative (, premium fashion statements inspired by and created for free-thinking individuals everywhere, today announced its support of the Elizabeth Glaser Pediatric AIDS Foundation for the second year in a row, beginning with the organization's trademark events: "A Time for Heroes" presented by Disney in Los Angeles on Sunday, June 8th, and "Kids For Kids" family carnival in New York on Saturday, September 20th. Alternative has signed on to be the official apparel partner for both events, providing super-soft eco-friendly commemorative shirts, and vintage-inspired headwear for participating celebrity "heroes." As part of the relationship, Alternative will also provide the event volunteer shirts.

In addition to its apparel contribution, Alternative will have an activity booth at each event -- 'Design a Tee, Plant a Tree' -- where kids of all ages will have the opportunity to decorate tshirt "leaves" for the trees in Alternative's Green Forest. For each shirt that is added to the trees in the activity area, Alternative will plant a tree on the child's behalf through the Arbor Day Foundation. Every guest will also leave with an Alternative Earth Kit, complete with an eco-friendly tshirt, fabric markers, flower seed packet and planter.

"I am excited to be supporting such an important and relevant organization as the Elizabeth Glaser Pediatric AIDS Foundation again this year," said Greg Alterman, founder and creative director, Alternative. "The energy and spirit of 'A Time for Heroes' and 'Kids For Kids' is amazing, and it's a great feeling to know we are making a difference within local communities and around the world. We are honored to be involved and look forward to the weeks and months ahead."

"The Elizabeth Glaser Pediatric AIDS Foundation is thrilled to have Alternative's support again this year," said Pamela W. Barnes, President and CEO of the Elizabeth Glaser Pediatric AIDS Foundation. "We are so grateful that Alternative has once again chosen to donate their valuable time and wonderful tees and hats to our carnivals. It is the generosity of supporters like Alternative that allows us to continue our mission to eradicate pediatric HIV/AIDS around the globe."

The Elizabeth Glaser Pediatric AIDS Foundation's carnivals gather families and friends to support the organization's noble fight against pediatric AIDS, with the goal of giving every child a chance to live a healthy life. "A Time For Heroes," the original fundraising carnival established in 1988, will take place in Brentwood, CA from noon-4PM. The event will gather the hottest celebrities and local restaurants for a fun-filled afternoon of delicious food, carnival games and one-of-a-kind activities. Last year, sports stars like Matt Leinart and Gabrielle Reece, along with celebrities such as Molly Sims, Billy Crystal and Carmen Electra, helped raise money to continue the Foundation's lifesaving work. Celebrating the foundation's 20th anniversary this year, the events also honor the vision and legacy of Elizabeth Glaser.

The Elizabeth Glaser Pediatric AIDS Foundation is one of Alternative's primary non-profit partners. For more information on Alternative, visit

About Alternative(R)

Alternative(R) offers premium fashion statements inspired by and created for free-thinking people everywhere. Established in 1996, Alternative is known for perfectly fusing classic comfort with modern sophistication and style, and is widely recognized for its super-soft, high-quality fabrics, innovative wash treatments and attention to detail. In 2007, the company introduced Alternative Earth, featuring a collection of its signature crews and scoop neck shirts made from 100% organic cotton; and an eco-friendly line of the best-selling vintage Heather tees manufactured with organic and recycled poly, and naturally occurring rayon fibers. A portion of Alternative Earth sales benefit a variety of environmental organizations.

Alternative distributes products for men, women and babies 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 information, visit

About the Elizabeth Glaser Pediatric AIDS Foundation

The Elizabeth Glaser Pediatric AIDS Foundation is the worldwide leader in the fight against pediatric AIDS. The Foundation's innovative research programs, collaborative training initiatives, advocacy efforts, and rapidly expanding international prevention and treatment programs are bringing hope to the lives of children and families affected by AIDS worldwide. To learn more about the Foundation and its programs, visit the Web site at

SOURCE Alternative
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