Brooklyn Staple Making Slight Alterations to the Classic Sunset Strip
To Tommy Cole and Roy Caires, having their store be bicoastal was once only a dream. They had thought about making the move to Los Angeles before, but life in Brooklyn, NY surely kept them on their toes. That was until their friend Christina Barbier, owner of Maven Womenswear, moved her business back to Louisiana, and immediately notified the Alter co-founders about her available storefront in Silver Lake, which would soon become their first West Coast location.
It wasn’t long after that they started getting shipments delivered to their new location at 3333 Sunset Boulevard. In the fall of 2018, Cole and Caires opened up their third shop, featuring similar styles to what they sell in their Brooklyn shop, with an LA flair. Their store features clothing for people of all genders, consists of multiple independent brands such as the Brooklyn based label Uzi and LA based shoewear brand, Intentionally Blank, as well as their in-house line. They also have a variety of accessories and homeware such as rugs, candles, and ottomans.
Starting out in 2007, Alter was simply a store where Cole and Caires sold handmade, up-cycled clothing pieces. With a bachelor’s degree in fashion design and a keen eye for up and coming styles, the two have been able to successfully grow their small business on their own. As a store for people of all ages, genders, and personal styles, they also understand the importance of affordability.
Put simply by Caires, “We sell fashion, but try to make it obtainable by most people.”
Understanding their place in their new neighborhood, Caires figured they may be seen by local residents as another corporation gentrifying their neighborhood. Being based in Brooklyn and after living there for so long, they’d seen gentrification develop all around their Greenpoint and Williamsburg locations. As they are like any other small business, they too are intimidated by the multimillionaires purchasing the property next door to them. They’ve already witnessed the invasion of growing corporations such as Warby Parker and Dr. Martens nearby, as well as a brand new apartment building being reconstructed across the street.
For Cole and Caires, they completely relocated themselves to the area roughly four months ago, making them part of the 11% of residents who have moved there in the past year. Buying a home in Los Feliz, the now-married couple (also a rarity in the region), say that working in an area like Silver Lake has been the best part of living in Los Angeles, because it feels the most like Brooklyn. Much like their time spent in New York, the two can walk from their house to work in under 20 minutes.
It’s no surprise then that due to the “East Coast mentality of walkability [of Silver Lake],” Caires says, “a lot of ex-Brooklynites have moved to the area.”
In a city like Los Angeles, the average person living in Silver Lake spends at least 30 minutes each way on their daily commute. Cole and Caires have managed to be part of the 3% of people in the area who can walk to work.
Despite being someone who just recently moved to the area, Caires acknowledged that there has been a drastic change in the neighborhood in recent history. Though the Silver Lake/Echo Park region is still primarily Hispanic (52% according to census reporter), long time Hispanic residents are being pushed out of their neighborhoods to towns like Boyle Heights, Lincoln Heights, and East LA. Not only can they no longer afford to live in their homes, but their culturally traditional, family owned restaurants and other businesses are being run-out by large, wealthy corporations.
As for Alter, Cole and Caires are hoping to become a part of Silver Lake. Though they are white, married, and not from the area, the small business owners are bringing their differences to the Sunset Strip in hopes of learning a bit more about what has made the area so unique for all these years. With a bit more time and a greater knowledge of their neighborhood, Alter hopes to be able to give back to their community whether it be through their fashion, their voice, or their impact on the local economy.
To shop at Alter’s unique fashion at affordable prices, check out their website.
