| Premium Lifestyle Apparel Brand to Sponsor Foundation's Signature New York and Los Angeles Events: LOS ANGELES, May 1 /PRNewswire/ -- Alternative (www.alternativeapparel.com), premium fashion statements inspired by and created for free-thinking individuals everywhere, today announced its support of the Elizabeth Glaser Pediatric AIDS Foundation, beginning with trademark events, the Kids For Kids Family Carnival in New York on Saturday, May 19th, 2007, and A Time for Heroes Celebrity Carnival in Los Angeles on Sunday, June 10th, 2007. Alternative
has signed on to be the official apparel partner for both events, providing the brand's signature super-soft tees for the commemorative carnival t-shirt and vintage-inspired headwear for participating celebrity "heroes." As part of the relationship, Alternative will also provide all of the event volunteer t-shirts. In addition to its apparel contribution, Alternative will have a branded activity booth at each event, offering kids a variety of t-shirt canvases to express themselves. Kids For Kids takes place on Saturday from 1PM-5PM in the West Village, bringing together New York's greatest restaurants, artists, celebrities, corporate leaders, and families for a unique celebration of hope. With celebrity heroes and notable artists manning each rock 'n' roll-inspired activity, the special afternoon will be an interactive
experience that helps raise money to help fight pediatric AIDS. A Time For Heroes, the original Elizabeth Glaser Pediatric AIDS Foundation fundraising carnival, follows three weeks later in Brentwood, CA from 12PM-4PM. The carnival gathers the hottest celebrities in town and some of LA's greatest restaurants, corporate leaders, and families for a fun-filled afternoon of unbelievable food, carnival games and one-of-a-kind activities. Last year, sport stars like Kobe Bryant and Kelly Slater, along with celebrities such as Ellen Pompeo and Marcia Cross, helped raise money to continue the Foundation's lifesaving work. "I am very proud to be associated with such a worthwhile and beneficial charity," said Greg Alterman, ceo and creative director, Alternative. "The spirit of Kids For Kids and A Time for Heroes
aligns perfectly with Alternative's free-thinking philosophy, and it's amazing to feel we can make a difference within local communities and around the world. We look forward to building our relationship with the Elizabeth Glaser Pediatric AIDS Foundation beyond the upcoming carnivals, and to making a notable contribution to fighting pediatric HIV/AIDS." "The Elizabeth Glaser Pediatric AIDS Foundation is excited to have Alternative as our apparel partner for this year's Kids For Kids and A Time for Heroes events," said Suzanne Mink, vice-president of the Elizabeth Glaser Pediatric AIDS Foundation. "The commemorative t-shirt is always loved by our guests and celebrity heroes, and with Alternative providing this year's shirts, they'll be even more in demand. We welcome Alternative into our network and are excited about working together on other initiatives in the
future." The Elizabeth Glaser Pediatric AIDS Foundation's signature events bring friends and supporters of the organization together in appreciation of the successes achieved since its establishment in 1988, while helping raise funds to ensure that every child has a chance to live a healthy life. The relationship with the Elizabeth Glaser Pediatric AIDS Foundation marks Alternative's first alliance with a non-profit organization. For more information on Alternative, visit www.alternativeapparel.com. About Alternative: Alternative, premium fashion statements inspired by and created for free-thinking people everywhere, fuses classic
comfort with modern sophistication and style. Launched as a wholesale apparel company in 1996, Alternative is known for its high-quality fabrics, attention to detail, and innovative wash treatments. Alternative pre-washes all of its products to signature softness and tailors each fashion-forward style specifically for men, women and infants/toddlers. Continuing to enhance the brand's uniqueness, Alternative has revolutionized the garment dying process. Alternative's products are distributed across the U.S. and abroad. The company's flagship store opened in Atlanta in April 2006, with additional locations scheduled to open in 2007. Alternative's corporate headquarters are located in Atlanta, GA, and its west coast showroom is located in Los Angeles, CA. For more information, visit www.alternativeapparel.com. About the Elizabeth Glaser Pediatric AIDS Foundation: The Elizabeth Glaser Pediatric AIDS Foundation is the worldwide leader in the fight against pediatric AIDS. The Foundation's innovative research programs, collaborative training initiatives, advocacy efforts, and rapidly expanding international prevention and treatment programs are bringing hope to the lives of children and families affected by AIDS worldwide. To learn more about the Foundation and its programs, visit the Web site at www.pedaids.org. |
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