The Alternative Store X King Apparel

The Alternative Store has been a proud dealer of King Apparel for over half a decade and have witnessed the London brands expansion from an innovative, revolutionary British clothing company to a world wide force and streetwear empire, whilst remaining independent with inspiring company values.

“We believe in being 100% independent

No suits, no venture capitalists and no agents. We’re streetwear enthusiasts who own and run our brand by ourselves and on our terms. Everything we do comes from just a handful of select individuals.”

Here our some of the latest releases by Londons Finest  you can find right Here

Fuschia Snapback

A classic low profile, pinch panel, adjustable cap made to the highest of quality. Constructed from Grey lightweight oxford cotton with crown and peak all over Black Rose head embroidery. a distinctive Golden metal King script logo sits on the centre panels.


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Detailed with KING woven labels, custom Reign Supreme interior lining.and solid black under bill.

A very classy, regal looking  piece of head wear. This is a rare limited run item that wont see a repeat so make sure you get yours while you can.

King Apparel Fuschia Snapback available in Black or Light Grey

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“We cemented our credentials as snapback pioneers when King Apparel became the first European brand to work with the coveted Starter black label. This platform launched us to the forefront of street fashion and we’re now recognised as the go-to brand for snapback caps. With a wide variety of shapes and designs, there’s a cap to suit everyone.”

Script Perf 5 Panel Cap 

Great looking and made to perfection. Highly fashionable and beautifully crafted from premium materials and reinforced panels King Apparel boast, “produced with the best fit, shape and construction bar none. Performance and fashion effortlessly combined”

kingcap5 kingcap4Cotton twill front, top and rear panels, performance mesh side panels, leather bill and under peak and a Black leather strap adjuster with distressed bronze clasp. Gold King script metal logo, Reign Supreme interior taping, King woven label details.


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Available in simple solid Black or paneled White, Heather and Cream. Luxury, limited edition head wear. You could wear a bin bag with this thing and still look good.

Bless you head with this impressive 5 panel Here

If your more into you bucket hats but want the same quality in construction and richness in style as the 5 panel check out the Script Perf Bucket in solid Black shown below.


Contour Long Sleeve T-Shirt

Another high quality item produced using the finest 180gsm combed cotton with a bespoke cut and sew side seam construction. Designed totally in house adopting a intricate map contour all over print with block capital KING serif typeface sleeve prints.

Stylish long sleeve cut with a scooped front and rear hem. Customised black Reign Supreme neck taping and size label finishes.

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Endurance manufacturing. No shrinking, fading or twisting in the material. Built to last.

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These original long sleeve Tees are again limited run with no repeats once sold out. So get yours Here

Perf Tapered Track Bottoms

Limited edition performance sweatpants produced with the highest quality 300gsm brushed back cotton and polyester fabrics. An impressive blend of comfort and style featuring heavyweight 2×2 ribbing at the waist and ankle cuffs and bespoke cut and sew seam construction. Casual but undeniably fashionable.


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  • Perf mesh charcoal grey tracksuit bottoms
  • Slight drop crotch construction
  • Narrowed legs with tapered cinch bottom elasticated ankle cuffs
  • Black perf mesh side leg panels with curved seam construction
  • Reflective 3M bar print at base of both legs
  • Left and right front pockets and right rear pocket
  • White KING script embroidery on rear right leg under pocket
  • Black flat waist lacing with metal bullet end caps
  • White woven KING label on left leg
  • Limited run with no repeats once sold out
  • Model is 5’10 and wears size medium

Check out the best sweatpants in the game and the rest of our extensive King Apparel collection right Here


The Alternative Store X Winter

Halloween, Bonfire Night, and of course Christmas…..Three reasons to be looking your best when out and about on the cold days and nights the last quarter of the year has to offer. Yes its freezing, but Winter outfits are so much more fun, layer up in style with the hottest pieces from the coldest brands in the game.

Toasty Flannels 

A Flannel shirt can be a pivotal item to a dope Winter outfit. Start with the shirt and work from there, it can be so easy. Play with the colour way and pattern and you can create something special. We stock the finest Flannel button downs from the finest brands making them.

The Dickies Sacramento 

The Flannel shirt is a classic Americana piece of attire. Representing the working man its no surprise Dickies make these things down to a T.


Crafted from 100% cotton, yarn-dyed brushed flannel check material, the first thing to appreciate  about this shirt is just how beautiful its put together.

Regular fitting and super soft to the touch with a healthy thickness it serves both style and function. As an under layer to the right jacket or coat its the perfect insulation.

Looks great on both sexes and available in a range of classic Dickies colour ways (Brown Duck, Pine Green, Gravel Grey, Evening Blue and Red)

Finished off with detailed custom logo buttons and woven labels.

Available to you on our website HERE

Also check out our equally impressive collection of Dickies Flannel shirts below.

Dickies Lannon 

Dickies Glenwood

Dickies Jacksonville

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The Brixton Ltd Bowery

Same dish different chefs, close competition to the Sacramento is the celebrated Brixton Ltd Bowery Flannel button down.



“The Bowery is a fitted, cotton plaid flannel with adjustable button sleeves. There’s a Brixton woven label at pocket side and Brixton woven label on interior yoke.”

Spoiling you for choice check out our Bowery range right Here

Outerwear/ Jackets 

Yes your mother was right, the most important item of clothing in the Winter months. The ultimate difference between cold and miserable and warm and cosy.

You might know Californian brand The Hundreds for their awesome graphic T-Shirts and fly head wear, but the boys from LA also cater for the those who dont have the luxury of the warm west coast sunshine.

The self proclaimed “HUGE” clothing/ media company boast a new technical approach to their cut and saw range this season. The integrated  Nano Technology provides a protective coating that repels water, dirt and oils also.

“Light as air with a no handfeel—meaning that while extending the life of the garment, the Nano Coat doesn’t alter the texture or the color of the fabric it’s placed on.”

Sage Pullover Here


“The Hundreds Fall 2015 continues our Californian workwear aesthetic through core fabrications like canvas, twill, flannel, and selvedge denim. But as we celebrate the brand’s 12 years, we magnify our focus on upgraded materials and quality craftsmanship. This is our finest presentation to date, by virtue of custom-made fabrics, tailored silhouettes, and innovative textiles. Minimal branding point towards timelessness. Perfected structure and shape through cotton-bonded brush chambrays and double-knit waffle jerseys. This is The Hundreds in prime form, our strongest foot forward, and our most comprehensive and preeminent collection to date.”

The Hundreds Feather Jacket 

The highly fashionable “Feather” jacket is fully loaded with Nano Technology to deal with the harsh elements. A classic Forrest body with a contrasted chocolate corduroy collar gives this piece a timeless authentic look. Suitable for a most occasions, very smart casual.

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” The Feather” jacket comes equipped with our water resistant coating, a 100% nylon with coated backing construction, a contrast corduroy collar, solid flannel body lining, poplin sleeve lining, a storm flap placket with black snap buttons and black waterproof zipper closures, “Slant” welt pockets with waterproof zipper closures, adjustable snap button sleeve cuffs with gussets, The Hundreds snap buttons, and a “Bomb” woven label at the side seam.”

Check out The Hundreds Feather Jacket and our extensive range of outer wear and jackets HERE