Spotlight: Alter

Last weekend was our very first IS MENTAL field trip! We obviously had to start in Brooklyn (where we all live) at one of our favorite stores, Alter. Tommy and Roy have made it even more awesome with a separate (huge!) shop just for the ladies. The new store (140 Franklin St in Greenpoint) is located directly across the street from the original store (109 Franklin St), which is now men's only. This time around we could only fit in a trip to the new ladies store, which was an adventure in itself. We pretty much tried on every piece in the store (thanks T+R)! Shoes, bags, short skirts and tight dresses, jumpers and an amazing trench coat were just some of the pieces we fell in love with...



After almost 2 hours of speed shopping and talking about clothes, we just had to ask the owners some questions.

IM: What do you think will be the strongest trends for this fall? Give us examples of lines you will be carrying to support the trends.

Alter: We are very into a sculptural and drape-like attitude when it comes to clothing for fall. Whether it be a dress with an interesting bubble hem, a strongly-shaped coat or an interesting texture or a bag. Anzevino and Florence is really taking us there with this feeling. Also, dresses, tops and accessories that add an editorial punch to any womans fall wardrobe.


trench coat, C.Luce


dress, Triple 5 Soul


tee, Kill City; jeans, Cheap Monday

IM: How often do you add to your inventory? What lines will you be introducing in the next couple of weeks?

Alter: We are adding inventory weekly or bi-weekly to the shop. We are expecting deliveries from a new shop favorite, Triple 5 Soul, as well as Californian-based Half Life (a super sleek and chic take on basics) this week alone. Heavier fall looks will be coming in September like sweaters, coats and scarves. Fall is our favorite season and we have the most amazing things in store for our customers.


romper, Triple 5 Soul; tank, Kanvas


shoe wall


chains and bracelets

IM: Please share any news, updates, or special promotions/collaborations.

Alter: We are currently starting our Fall/Winter Season with the addition of the Cheap Monday Fall Collection. This label is our best selling line because the product is so affordable, yet very stylish and fashion savvy. We have many things in the works for the coming weeks and seasons that I don't want to divulge quite yet...so stay tuned I guess.


skirt, tank, and hoodie, Cheap Monday


tank and jeans, Cheap Monday; shoes, Melissa by Vivienne Westwood


Dress, Cheap Monday

IM: How have you seen the neighborhood develop around the shop and what have you done to promote yourselves to the masses outside of Greenpoint/Williamsburg?

Alter: Since we opened the original Alter a year and a half ago, we have seen and been excited about the opening of Word Book Store, Jan & Aya, Hayden & Harnett, Kill Devil Hill, Alphabeta (70 Greenpoint Ave), and Dandelion Wine. They are great shops with a vibe all their own. This is what makes Greenpoint so amazing. The creativity of everyone who lives here just keeps adding to the vibrant community we live in. Dalaga is also a great place and is the first shop to open here that is still rocking out. Valhalha was the first shop but it closed almost two years ago. Dalaga opened soon after that (Dalaga is now 2 years young).


shoes, Melissa by Vivienne Westwood


bangles and necklaces


trench coat, C.Luce; hooded vest, Kanvas

We manage a blog for the shop to communicate with people outside of the Greenpoint/Williamsburg area. We have a dedicated fan base that is always looking at our little blog here in New York. We have shipped out items to people in England, Singapore, Australia and many other countries where people have found our blog and want to shop from us. It is always very exciting when you can reach someone across the globe through a little posting on a blog. We hope to open an online store in one years time to accommodate these international shoppers and locals who cant make it out to the shop.


dress, This Old Thing; trench coat, C.Luce; hooded vest, Kanvas; skirt and tank, Cheap Monday

So next time you find yourself in the Northwest corner of Brooklyn and have some time to kill, check out Alter...you won't be disappointed!

PS. Alter also happens to be steps away from some of the best bars in Greenpoint/Williamsburg...in case you need some more convincing. ;)