aastey, India’s first size-inclusive athleisure brand with signature sustainable blends is here! The Founders Jeevika Tyagi & Kanupriya Mundhra tell us more…

Share this on

Share on facebook
Share on twitter
Share on whatsapp
Share on email

aastey is India’s first size-inclusive athleisure brand that has signature sustainable blends. TheGlitz spoke to Jeevika Tyagi and Kanupriya Mundhra, the Founders of aastey, to know more about why and how they started this brand.

aastey Founders

Tell us about aastey? What made you start this?
The idea of aastey was born in the midst of the pandemic. There was a sense of despair in the air around us and it had begun to affect both the founders mentally and physically. A chance meeting between the two founders, where one had come to interview the other, led to both ladies hitting it off instantly. Soon, they began to share their own feelings of grief brought on by the pandemic, how their own mental health – and that of those around them – was deteriorating, and how depression was becoming commonplace. They realised that they themselves were not creating their own moments of happiness and they had lost a sense of inner peace, which is when they coined the term – live aastey, i.e. to be fully present in every moment. This became the starting point from which the brand was then born.

Their extensive discussions led to talks on body types, and the kind of pressure fashion brands can put on women, especially if they don’t conform to a specific size or weight. The idea was to have one outfit to live in for the rest of your lives. They also acknowledged that the fashion choices in India for modern clothing didn’t follow the principles of ‘live aastey.’ There was no size-inclusive brand in India, that conforms to a woman’s body versus expecting a woman to conform to it. It was at this stage that the ladies jumped at the opportunity to address this situation – and start aastey.


List the three things that make aastey stand out?
All our products are designed to give our aastey tribe a complete wardrobe of sustainable wear with options that take them from day to night with ease. Fitting into a certain size should not be a stress point in their minds.
The three things that make us stand out from the rest are our dedication towards sustainability and fabric innovation for reducing plastic waste and carbon footprint, creating size-inclusive designs and patterns that look good on all bodies and lastly, building a tribe of women who have no restrictions in celebrating themselves and live in the moment.


What are the challenges you’ve faced?
It was tough to build what we have as an aastey product in the market now. No vendor was ready to work with sustainable fabrics. Literally, every manufacturer said no to us when we started on this journey. The fabrics themselves were not easily available in India and building this global supply chain took a long time. But it was worth the time and effort.

Additionally, size inclusivity in the backend means manufacturers making sizes that are not part of their usual cataloging, which is a production challenge. Each size adds up in the cost of manufacturing, from the perspective of labour, time and materials. Manufacturers did not want to work with more sizes. So we had to take a lot of time to develop new size charts and new size specs to produce a good quality size inclusive range.

How do you cope with setbacks and failures?
The only way to cope with any setback is to not give up. We look at the problem and look for the fastest possible solution. Whatever setbacks we face, we take it up as a challenge and make sure we learn from it so the mistakes are not repeated.


We have our TheGlitz superstar tag that we give exceptional brands, what makes Aastey qualify for this?
aastey is India’s first size-inclusive athleisure brand that has also decided to have signature sustainable blends. Our conviction in forging a better path in the athleisure space is what makes our solutions unique. We believe that our continuous effort to make our brand sustainable, from manufacturing to packaging, sets us apart.

Share on facebook
Share on twitter
Share on whatsapp
Share on email

Tags

Related articles

Ludic Life sneakers rock 'n' rule! Why do we say that? At TheGlitz, we’ve always believed in love at first sight, especially when it comes to fashion. Our hearts skipped a beat and our style senses were electrified when we first laid eyes on the Red Eclipse Ludic Life sneakers. It was a perfect match made in fashion heaven: striking red, unparalleled comfort, and a love that’s here to stay! TheGlitz review...
In this episode, we shine the spotlight on Mohd Anas, the visionary behind Beyondburg Inc. This chef-turned-entrepreneur has made waves with his authentic American-style Classic Smash burger, which has gained quite a reputation. Join us as we get the inside scoop from the entrepreneur himself.
Picture this: a grand celebration of global cinema, where auteurs from all corners of the earth come to showcase their masterpieces against the vibrant backdrop of our cultural tapestry. It’s not just a dream; it’s a blockbuster waiting to happen. Imagine a film festival with no boundaries or pigeonholed segments, where a film is judged on the basis of how good it is not because it comes from any particular country. Here, TheGlitz ponders why India should roll out the red carpet for a World Cinema Film Festival?
Hold onto your seats, fashion enthusiasts! DaMENSCH, the trailblazer in men's innerwear and athleisure, teamed up with Bollywood heartthrob Vicky Kaushal to drop a show-stopping music video ad campaign. The theme? 'DaMENSCH is a new feeling.' And trust us, it's a vibe you need to feel to believe! TheGlitz reports.
Bigg Boss OTT with Anil Kapoor has been trying very hard to live up to the stellar reputation of its big brother, the OG Bigg Boss, Colors hosted by Salman Khan. Unfortunately, though TheGlitz loves 'My Name Is Lakhan' Anil Kapoor, sorry to say, he's no Salman Khan and Bigg Boss OTT looks like a sloppy version of the original show. And to top it, in a recent episode, Armaan Malik slapped Vishal Panday on the pretext that he had made a "lewd" comment about his second wife Kritika who walks around the house, prancing around looking dumb as a dumbbell. And the so-called "lewd" comment from Vishal was "I like Kritika Bhabhi. I'm guilty!"
SMOOR - A brand that is synonymous with luxury and crafts the ultimate indulgence experiences with couverture chocolates, was created by the master chocolatier Vimal Sharma in March 2015. The luxury chocolate brand opened its first flagship store in August 2016 in Bangalore to create a new benchmark for Imagined in India's finely crafted foods. And in its endeavour to create luxury chocolates with the finest ingredients, SMOOR brings together authentic ingredients, passionate people, and a premium range of products including chocolates, signature cakes, gift hampers, desserts, beverages, and much more. TheGlitz spoke exclusively to Vimal Sharma, Founder, Director, and CEO of SMOOR, on World Chocolate Day to find out more about SMOOR and more...