The Alternative Store has dressed Sheffield's subcultures for three decades

Some of the best businesses start with a leap of faith. The Alternative Store's story begins with Stu, who finished university in Nottingham and completed a lengthy work placement with a large industrial company, only to realise that a 9 to 5 routine was not for him. He chose to go travelling in Central America instead.

It was there, in 1989, amongst the temples, pyramids and jungles of Guatemala, that the idea for the shop was sown. A couple of years later, back amongst the hills of Sheffield, The Alternative Store was born. Welcome to Sheffield describes it as "fiercely independent since 92", and it has supplied the subcultures of the city with streetwear ever since.

The shop has seen various units, recessions and a pandemic, and it is still going strong. Its purpose has never changed: to present an alternative to the big chains and to serve the subcultures of the UK.

Much of what you will find on the rails is the store's own design. The Alternative Brand includes much-loved prints such as 0114, the People's Republic of South Yorkshire and Steel City, alongside collections dedicated to Sheffield, Yorkshire and the North. There are hoodies, sweatshirts, oversized T-shirts and even 0114 babygrows for the city's youngest residents, together with brands such as Dickies.

The Devonshire Street store is the hub of the whole business. It is where the team does everything from stocking to design work and photography, and it sits among the independent shops of Division Street and Devonshire Street, which came second in a national ranking of hotspots for independent shops.

For anyone wanting to wear their Sheffield pride, it is hard to think of a better place to start. The store ships worldwide, too, so the 0114 spirit can travel far beyond South Yorkshire.

The Alternative Store is at 121 Devonshire Street and is open from 11am to 6pm Monday to Saturday and from 12pm to 5pm on Sundays. The full range is on The Alternative Store website.