Home CNN.com Greg Alterman Launches Unisex Lifestyle Brand

Greg Alterman Launches Unisex Lifestyle Brand

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A minimalist, gender-neutral line is set to mark Greg Alterman’s fourth act.
The serial entrepreneur — founder of Gagwear Inc., Alternative Apparel and Juice Served Here — on Tuesday launches the lifestyle brand M/F People. The line is nearly 90 styles out of the gate, ranging from a tracksuit-style jacket and sweatpants to hats and body wash sold direct through the M/F web site. Beauty is priced from $10 to $40, while the apparel runs from $18 to $125.
“We’re really a lifestyle brand that isn’t pigeonholed into a category,” Alterman said of why he’s launching with multiple categories. “If I were to launch into a category, [the brand] would start to be known for that so I think this is a much bigger idea and needed additional category extension to tell the full story of what this lifestyle is.”
The company was born out of a need to rid the clutter of multiple branded products sitting around Alterman’s home.
The entrepreneur about a year and a half ago was recuperating from a brain hemorrhage, largely recovering at home when he began analyzing his daily routine.
“We all do the same things. We have our coffee, go to the bathroom, take a shower,” he said. “You

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