Alternative(R) Announces Exclusive Partnership Agreement With South by Southwest Music Festival

Alternative(R) Announces Exclusive Partnership Agreement With South by Southwest Music Festival

Leading Lifestyle Brand for Free-Thinking People Named Official Merchandise Provider for the Festival, March 12-16

LOS ANGELES, March 6 /PRNewswire/ -- Alternative(R), premium fashion statements inspired by and created for free-thinking people everywhere, today announced its exclusive partnership agreement for the second year in a row with South by Southwest ("SXSW"), one of the most highly anticipated music festivals of the year, taking place in Austin, Texas from March 12-16, 2008. As part of the agreement, Alternative will be the official t-shirt and headwear provider for SXSW's festival merchandise, which will be available for purchase at the SXSW General Store, online at http://www.sxsw.com/, and at local stores throughout Austin. In addition, Alternative will have a presence in the official Artist's Area of the festival, providing messenger bags with an Alternative tee and headband, new magalog, and information on special pricing for band merchandise and customer concierge access.

"Alternative is very excited to be part of South by Southwest again this year," said Greg Alterman, ceo and creative director, Alternative. "We are dedicated to encouraging free-thinking individuals from all walks of life, and are inspired by the group of artists and fans that come together each year for this event. It's great to be even more integrated in the festival, enabling both the musicians and attendees to enjoy our product and philosophy."

"This festival delivers the ultimate experience for the music community, bringing together artists, executives and fans for a week of sharing music, ideas and expression," said Darin Klein, festival organizer, SXSW. "We couldn't have chosen a better merchandise provider than Alternative, and are thrilled to partner with the company for a second year in a row. We appreciate Alternative's ongoing support of the festival, the artists and the fans who make South by Southwest what it is, and look forward to a great event."

Located at Booth 818 on the main tradeshow floor in the Austin Convention Center, Alternative will celebrate its partnership with SXSW with its first online promotion for the company's redesigned web site, offering festival attendees a 20% discount on all web purchases. Additionally, interviews, photos and highlights from the festival will be posted each night on http://www.alternativeapparel.com/ as part of the site's 'Free-Thinking People' community, which celebrates and honors individuals who express themselves through what they do, what they wear, who they hang out with, and how they live.

The 2008 SXSW Festival stretches across five nights and presents over 1700 musical performers within genres ranging from hip-hop to alternative country. In addition to the performances, SXSW provides a venue for music executives and artists to come together and participate in industry panel discussions, interviews, demo listening sessions, and the SXSW mentor program.

For more information about Alternative, please visit http://www.alternativeapparel.com/. To learn more about SXSW, visit http://www.sxsw.com/.

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 is located in Atlanta, Georgia, with showrooms in Los Angeles and New York. For more information, visit http://www.alternativeapparel.com/.

About SXSW Music Conference & Festival

The SXSW MUSIC AND MEDIA CONFERENCE showcases over 1700 of musical acts from around the globe on over seventy stages in downtown Austin. By day, conference registrants do business in the SXSW Trade Show in the Austin Convention Center and partake of a full agenda of informative, provocative panel discussions featuring hundreds of speakers of international stature. SXSW 2008 is Mar 12-16. For more information, please visit http://www.sxsw.com/

First Call Analyst:
FCMN Contact:
Web sites: http://www.alternativeapparel.com
http://www.sxsw.com

Source: Alternative

CONTACT: Andrea Tagliareni, andrea@kurentinc.com, or Lauren Kay,
lauren@kurentinc.com, both of KurenT Inc., +1-310-397-9025, for Alternative

---

Profile: International Entertainment