Alterior Apparel

Alterior Apparel is trying to make a change to the environment by breaking the silence on fast fashions hefty hand in the destruction of the environment and unethical sourcing/manufacturing practices. 

Alterior uses recycled materials and textiles to create their own blends of fabric for quality apparel, made to last for the customer. They also incorporate other eco-friendly practices like paper mailers and packaging made from recycled materials. Alterior believes in not only making a difference to the environment but making a difference with fashion statements.  This brand promotes confidence and authenticity. Each person has a unique voice and style that has been clouded by the pressure of adhering to trends and buying fast fashion.

naming & Languaging

A combination of “alter” and “ulterior”.  Ulterior is something intentionally hidden. This speaks to truths about fast fashion’s impact on the environment and unethical sourcing. “Alter” speaks to “altering the ulterior”. Alter is also a clothing construction term: to alter something from its original state, speaking to the brand’s fabric production processes.

Alterior is a statement in and of itself as being an “altered motive” in comparison to the ulterior motive of the fast fashion industry. The established languaging references the brand as “the motive that isn’t so hidden” and directly references the name as “the Alterior motive”. The other phrases used, speak to the brands purpose and goals.

Solution Strategy

This brand direction speaks to the target audience of a younger generation and their strength to make an impact on the environment in a fun and positive way. This direction uses a playful, yet a very bold, “against the grain” approach by using a bold color palette, imagery, language, and type. These strategic choices create an entire brand experience, making their customers feel confident, excited, and empowered.