ALTRNTV: your sustainable one-stop-shop

If you’ve recently walked on Elisabeta Boulevard, near Universitatii Square, maybe you’ve noticed ALTRNTV, a concept that combines a store and a coffee shop, all dedicated to a sustainable lifestyle. BR went inside to talk to owners Alina Tiplea and Daniela Staicu.

By Oana Vasiliu

ALTRNTV's address is 26 Regina Elisabeta Blvd.

It's vital for brands and consumers to think more sustainably in order to look after our planet

As the sustainable fashion industry in Romania is just starting to take off, there are no certified sustainable clothing manufacturers in the country. Until recently, there were no shops that promoted a circular economy model by gathering and selling sustainable fashion from local producers. Atelier Merci, the NGO behind the ALTRNTV brand, aims to address this situa‑ tion by offering handcrafted clothing made from sustainably produced vegan and organic materials. The social enterprise is committed to circular economy practices, using textile scraps from clothing to create decorative home products and bags and offering recy‑ cling services for its customers’ used clothes.

All profits from the new ALTRNTV shop will be used to fund the Merci Charity As‑ sociation, Atelier Merci’s parent organisation, which supports children with medical needs.

ALTRNTV features sustainable products for women, men, and children, whether it's clothes, accessories or interior decorations. The store currently hosts 60 designers who work with natural, organic materials or use upcycling or recycling techniques. 94 percent of them are Romanian designers and 11 per‑ cent are social businesses.

“We are a social business. Our NGO found a creative way to raise funds for our health‑ care projects, by creating a social tailoring workshop. And because the impact of our ac‑ tions is very important to us, as it is our main driver, we want to not be a burden on the planet, and instead do good for the communi‑ ty. We have therefore started to find sustain‑ able solutions in our social business, which are also applicable in the tailoring workshop,” Alina Tiplea explains.

It seems that sustainability is a trend‑ ing word; but when asked how they would characterise the local sustainable clothing market, the owners explained that there are actually very few initiatives that offer truly sustainable and durable solutions. “It is a market that’s still in its early stages, and there is plenty of room for more such initiatives,” Daniela Staicu argues.

WHAT MAKES A TRULY SUSTAINABLE BRAND?

In the ALTRNTV concept, sustainability does not only refer to the material from which a product is made. It should be a much more complex concept, because it includes several other aspects like responsibility, transparency or impact. “A sustainable brand is concerned not only with the type or quality of its materi‑ als, but also with the quality and lifetime of its products, the quality of its working envi‑ ronment, and with all related issues that are directly or indirectly linked to the business, such as the waste it generates, the sourcing of fabrics, transport practices, packaging choices, etc.,” Alina adds.

Their business is quite new, but the two owners are keen on continuous learning. “We like to innovate and find solutions to the problems we encounter on our way to a greener world,” Daniela says.

THE CONSUMER’S POINT OF VIEW

Asked about the smallest change consumers could make to become more eco‑conscious, the ALTRNTV owners noted that before mak‑ ing a purchase, they could at least ask them‑ selves some questions: who, where, how, and why. “A consumer should take a look out at the transparency of the brand. Read the label, just as you would for a food product. You need to be given information about the product beyond just its size and price. Look out for local brands and support small busi‑ nesses,” Daniela concludes.