Size-Inclusive And Sustainable Brands, New Face Of The Fashion Industry?


aastey a size-inclusive, sustainable athleisure wear brand for all body types was born in the midst of the COVID-19 pandemic. Co-founders at aastey Jeevika Tyagi and Kanupriya Mundhra believe that a common problem that women faced with clothing options was size.

Tyagi remarked during her conversation with Mumbai Live, “We created athleisure wear for women of all body types and sizes who can truly feel comfortable in their bodies.”

Mundhra added, “There is no homegrown brand that is creating fabrics that are sustainable because athleisure wear requires a lot of spandex. We have spent over a year understanding sustainability in athleisure wear and now our athleisure wear is more than 70 per cent sustainable.”

The athleisure wear is curated keeping in mind the diverse range of body types in India and is built on core values of sustainability and size inclusivity. 

On the other hand, Indian fashion norms are dictated by international yardsticks. Sizing for instance is adopted from the west, however, one fails to realize that body types vary all around the world. aastey address this issue by having eight different sizes, keeping in mind all different body types.

Tyagi elaborated, “We have five standard sizes of XS, S, M, L and XL and three in between sizes of S1, M1 and L1. Our size names are inspired by elements of nature because we believe that nature is ever-changing and evolving just like our beautiful bodies.”

Moreover, the brand’s research shows that 50 per cent of women in India, feel neglected by brands catering to only standard sizes. 

Mundhra elucidated, “We want to change that. Our core values are based on the buying preferences of millennials and Gen Z. By 2023, they will account for 35 per cent of the buying power. We want to create solutions for women who are fighting 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 trend of sustainable fashion has shifted from niche to mainstream. She affirmed, “People understand it more, know it better and fashion brands have accepted it as the future in fashion. Sustainable fashion’s foundation is built on the realization that resources are finite, and we must invest in an eco-friendly and cyclic approach in designing our clothes and managing our consumption patterns.”

Mundhra added, “The trend and the industry are constantly evolving; from 3D printed recyclable sneakers to biomaterials developed by high-tech start-ups. We believe sustainable fashion is here to stay which is why we are building the first sustainable athleisure wear brand in India.”

At an individual level too one can take measures to ensure sustainability in fashion. This includes researching what one buys and understanding how the production of clothes impacts the environment. Purchasing clothes that are durable and sourced while keeping the environment in mind will be of aid in the long run. 

Tyagi asserted, “Presently 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 a lot of our fabric from abroad and we appreciate the initiative the country is taking to resolve this.”

Lastly, on being asked what the way forward for the plus size fashion industry is, Mundhra believes it is the practice of exclusion in the word itself. “We are definitely progressing in accepting all body types and sizes but there are still many issues that need addressing. The body positivity movement is getting stronger and it is already influencing mainstream fashion culture. Things can only get bigger and better from this point on.”

Source link