Inclusive and sustainable brands, new face of the fashion industry?

aastey, a sustainable, size-inclusive athletic apparel brand for all body types, was born amid the COVID-19 pandemic. Aastey co-founders Jeevika Tyagi and Kanupriya Mundhra believe that a common issue women face with clothing options is size.

Tyagi remarked during his conversation with Mumbai live, “We’ve created activewear for women of all types and sizes who can truly feel comfortable in their bodies.”

Mundhra added, “There is no local brand that creates sustainable fabrics because sportswear requires a lot of spandex. We’ve spent over a year understanding durability in sportswear and now our sportswear is over 70% sustainable.

Sportswear is curated with the diversity of body types in mind. India and is built on core values ​​of sustainability and size inclusion.

On the other hand, Indian fashion standards are dictated by international standards. The sizing, for example, is embraced by the west, however, one does not realize that body types vary all over the world. aastey solves this problem by offering eight different sizes, keeping all body types in mind.

Tyagi explained, “We have five standard sizes of XS, S, M, L and XL and three intermediate sizes of S1, M1 and L1. Our size names are inspired by elements of nature because we believe nature is always changing and evolving, just like our beautiful bodies.

Additionally, the brand’s research shows that 50% of women in India feel overlooked by brands that only offer standard sizes.

Mundhra explained, “We want to change that. Our Core Values ​​are based on the buying preferences of Millennials and Gen Z. By 2023, they will represent 35% of buying power. We want to create solutions for women who challenge societal stereotypes about body type, size, what they should wear or how they should feel. “

Considering that one of the brand’s core values ​​is sustainability, Tyagi believes that the sustainable fashion trend has shifted from a niche to a mainstream trend. She claimed, “People understand him better, know him better and fashion brands have accepted him as the future of fashion. The basis of sustainable fashion is based on the realization that resources are limited, and we must invest in an ecological and cyclical approach in the design of our clothes and the management of our consumption patterns.

Mundhra added, “The trend and the industry are constantly changing; from 3D printed recyclable sneakers to biomaterials developed by high-tech start-ups. We believe sustainable fashion is here to stay, that’s why we are building India’s leading sustainable sportswear brand.

At the individual level, too, steps can be taken to ensure the sustainability of fashion. This includes researching what you are buying and understanding the impact of clothing production on the environment. Buying clothes that are sustainable and bought with the environment in mind will help in the long run.

Tyagi said, “Currently, our textile laws play a big role in this. There is no clear supply chain of sustainable fabric in India. We still have to source much of our fabric from overseas and we appreciate the initiative the country is taking to address this issue.

Finally, when asked what is the way forward for the plus size fashion industry, Mundhra thinks it is an exclusionary practice in the word itself. “We are definitely making progress in accepting all body types and sizes, but there are still many issues to be resolved. The body positivity movement is gaining strength and is already influencing mainstream fashion culture. Things can only get bigger and better from now on.

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