Los Angeles

15 Minutes With Alternative

Once the screen-print's set up, even the most limited tee-shirt run is just a few dabs of paint away from reproduction -- allowing the ignorant masses to co-opt your insightful co-option of Peter Griffin co-opting Che Guevara. Get original at 15 Minutes With Alternative.

The first in a series of Fred-Segal-hosted collabs between artists and apparel companies, 15's a store-within-a-store featuring hand-painted t-shirt recreations of abstract watercolorist Matt Sohl's work, done up by Sohl himself using children's fabric paints (no "Happy Birthday, Kevin" -- sorry, Kevin). The setup's art-exhibit-esque: 9 of the models mirror an on-display series of interconnected word paintings ("stuff/things", "steal/spend", etc), while undisplayed pieces inform the other six -- colorful surrealist splotches the artist claims parallel the originals, and are totally not an errant marker-in-the-dryer. 15 more similarly unique pieces are coming via Alternative's website, and'll arrive just after labor day, easing your depression over no more white shoes for 9 months.

Also available both in-store and online: a slew of products from Alternative's new line of simple, solid-colored gear, including eco-friendly, 5-button cardigans, super soft & thin "burnout" tees, and the 4-button, breast-pocketed "Don" Henley -- inspired by a limited man who will hopefully never be reproduced.

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