An Indie Shopping Fave From Brooklyn Has Set Up Shop in Silver Lake

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Photos: Courtesy of Alter

Angelenos can now shop a BK-faved indie shopping haunt without stepping foot into LAX or JFK (because swiping your way through retail therapy isn't nearly as fun). As promised, New York-bred Alter has opened its first West Coast boutique in Silver Lake, where cool neighbors include Clare V. and Alfred Coffee alongside fellow newcomers Wildfang and Parachute Home.

"What we love about Silver Lake is the independent spirit of like-minded businesses and the walkability of the neighborhood," co-founders Tommy Cole and Roy Caires tell UncoverLA. "Sunset Junction feels a lot like Brooklyn in that way. In just a few days we've connected with so many friends and customers that had moved to LA over the years. We're feeling right at home here."

Soft-opened as of last week, the 1,300-square-foot space stocks stylish and affordable wardrobe staples —much of which is under $200 — fit for either cool coast. In the women's department, find size-free separates and dresses from Brooklyn-made label Uzi, sustainable linen jumpsuits from Rujuta Sheth, and footwear from LA's own Intentionally Blank (whose own flagship is just a hop and a skip away), while gents will find selvage denim and Japanese gauze shirts from LA-based Kato, under-$100 chinos from Aussie surf label Globe, and organic cotton basics from Alter's in-house line, to name just a few.

There are also stylish goods for beyond your closet, too, like reclaimed wood stools, hand-woven rugs, colorful throw blankets, candles, incense, and more. Expect even more merch for your abode as the retailer plans on expanding its home goods offerings alongside its own label.

Mirroring Alter's NYC outposts, the LA shop features exposed wood beams, raw wood and blackened steel accents, and distressed concrete flooring to create an industrial-cool retail therapy setting. Rounding out the interiors are custom art and textiles by LA talents Sasoon Markarian and Rachel O'Donnell.

Cole and Caires opened the doors to their first Alter store — which starting out selling upcycled clothing, hence the name — in Brooklyn's Greenpoint neighborhood in 2007 and an outpost in Williamsburg followed in 2010. The now-married duo met in Boston, where they both attended Massachusetts College of Art and Design and worked at high-end fashion boutiques before relocating to New York and setting up shop.

Take a peek inside the shop and scroll through the gallery above, then see below for the full address.

Alter is open Monday through Saturday from 11am to 7pm and Sunday from 11am to 6pm; (323) 486-7252.

Alter
3333 Sunset Blvd., Silver Lake, CA 90026

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