Greg Alterman is known for his casual line of clothing Alternative Apparel and the Goop-endorsed Los Angeles juice bar Juice Served Here. His latest project m/f people will target millenials with a simple line of unisex apparel. Launching June 20, the new m/f people brand will also debut with a line of skin care. Alterman hopes to eventually expand it into the home décor and even food sectors, essentially setting it up as more of a lifestyle brand than a clothing company.

Alterman says a medical scare was the inspiration for the unisex brand. He suffered a brain hemorrhage in 2015, which put him on bed rest for six months. During that time he began to notice how he and his wife use entirely different products, and saw how arbitrary the divisions between male and female products were. Of his Alternative Apparel line, Alterman says many of his unisex shirts and sweatshirts have been the brand’s bestsellers, and the m/f people line is a continuation of that. He says as well that younger customers are more interested in breaking down the gender binary.