Alternative Apparel, owned by clothing maker and marketer HanesBrands (asi/59528), has launched a collection of 12 fashion apparel basic pieces at entry level price points for the promo industry.

Dubbed the Go-To Collection, the fashion-forward line of soft-hand, retail-inspired apparel is available in the promotional products space through Top 40 suppliers alphabroder (asi/34063) and S&S Activewear (asi/84358).

Men’s and Women’s Go-To T-Shirts

“The cornerstone of the new collection is the soft, classic-fitting Go-To Tee, which now expands to 30 colors – tripling the number of vibrant hues and soft basics,” Alternative said in a statement. “Also included are the Keeper Tee, one of the brand’s bestsellers, and the Slinky V-Neck, a retail favorite also with new colors in 2019.” In all, the Go-To Collection features two completely new styles and 10 existing/expanded styles.

Alternative Apparel’s Slinky Muscle Tank

According to company leaders, Alternative Apparel has 17 proprietary fabrics -- with more to come later this year. Designing its pieces “from the yarn up,” Alternative focuses on sustainability by using low-impact dyes, recycled elements and organic materials. Annually, Alternative conserves 860,000 gallons of water and recycles 1.8 million plastic bottles, the company says.

In 2017, Winston-Salem, NC-based HanesBrands bought Atlanta, GA-based Alternative Apparel in an all-cash transaction valued at approximately $60 million on an enterprise basis.

Keeper Baseball Tee