Store grows with vegan culture

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Niche Web site adds Pasadena storefront, expands inventory By Rodney Tanaka Staff Writer VEGAN LIFESTYLE: Jackie Horrick, co-owner of Alternative Outfitters, shows one of the shirts offered by the company. The company, which started as an Internet retail store selling clothing and accessories for vegans, recently opened a

showroom at 408 S. Pasadena Ave., in Pasadena A vegan does not use or consume animal products, including dairy and eggs, fur, leather and cosmetics tested on animals. (Richard Lui / Correspondent) PASADENA - A fast-growing vegan Internet site just planted some roots in Pasadena. Alternative Outfitters.com, which sells cruelty-free clothes and accessories, recently moved to a new office, warehouse and showroom at 408 S. Pasadena Ave., Suite 1. Their customers are used to seeing products online, but until now they couldn't try on shoes or clothes before buying. "It's great for us to be here for local customers," said Alternative Outfitters co-founder Jackie Horrick. "I think it gives a really good opportunity for

customers to feel and touch products." The 1,600-square-foot headquarters is two blocks from Old Pasadena, so shoppers can also eat nearby, she said. Horrick started the company with fellow vegan Henny Hendra in April 2004. "We converted garages into rooms and worked out of our homes," Horrick said. "This is really nice for us to have space." Having a new headquarters allows them to carry more products, Horrick said. They also hope to hold fundraisers for animal welfare organizati ons and other events at their new office. The company catered mainly to women in its early stages, but is trying to broaden its offerings for men, Horrick said. Vegan products are appealing more to the mainstream, and Alternative Outfitters is a perfect example, said Colleen Holland, associate publisher of VegNews Magazine in San Francisco. "They're putting a cool, fresh face on veganism and vegan products," she said. "I think they're Advertisement one of the best. Th ey're doing it just as good as anybody." A vegan does not use or consume animal products, including dairy and eggs, fur, leather and cosmetics tested on animals. "We've witnessed tremendous growth in the vegetarian marketplace," Holland said. "I think the potential pool of advertisers just increases all the time, whether it's vegan cookies, leather-free jackets or shoes. It's around us and it's really growing fast." Vegans are viewed as part of a subcu lture or counterculture, she said, but that perception is changing. "More people are becoming aware of animal

rights and animal welfare issues," Holland said. "I think the growth potential is huge, especially for companies that package it for a wider audience. We're not just serving the vegan community, it's that community and more." Alternative Outfitters' store hours are 11 a.m. to 4:30 p.m. Monday through Friday and by appointment. Call (626) 396-4972 or visit www.A lternativeOutfitters.com. rodney.tanaka Peter H

 

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