A new hip, fashion-forward clothing line for youth is coming to the promotional products industry courtesy of Alternative Apparel (asi/34850). The Atlanta, GA-headquartered supplier this week announced the launch of Alternative Youth, a collection of some of the brand’s favorite adult styles adapted into 10 unisex styles in 20 colorways for younger folks.

Alternative said that the collection, which combines naturally worn fabrications and modern fits and color palettes, fills a void for retail-inspired styles for youth in the printwear space.

Alternative Youth Champ Sweatshirt.

“We are excited to introduce this level of fashion to youth apparel in the printwear market,” said Kevin Miles, director of sales operations for Alternative Apparel. “Our customers love our basic styles, and they asked for them in youth sizes. Now they’ll have a great selection of youth clothing made with our same fabric-first, eco-friendly approach.”

Top 40 supplier S&S Activewear (asi/84358) is the exclusive wholesale partner for Alternative Youth, which is also available direct from Alternative. Key styles include the Youth Keeper Tee, Alternative’s number-one selling T-Shirt done in a super-soft fabric; the Youth Champ Sweatshirt – a soft, vintage-inspired crew neck with raglan sleeves; and the Youth Baller Hoodie – a fleece pullover with cut-off sleeves that takes its style cue from retro gym wear.

Alternative Youth Keeper Tee in red.

“We want to be a destination for all of our customers’ needs for higher-end fashion basics in all sizes,” said Miles. “These styles are as soft as ever and will keep kids comfortable and confident as they grow.”

Founded in 1995, Alternative Apparel says it creates its styles through sustainable and eco-friendly practices. In October 2017, North Carolina-based HanesBrands (asi/59528) acquired Alternative in an all-cash transaction valued at $60 million on an enterprise basis.