In today’s world, the fashion industry is under increasing scrutiny for its environmental impact. Fast fashion, characterized by mass production and a disposable mentality, has significantly contributed to environmental degradation and human exploitation. As consumers become more aware of these issues, there is a growing demand for sustainable alternatives—brands that prioritize both the planet and the people involved in production. This shift towards sustainable fashion is not just a trend; it’s a necessary evolution for the future of the industry.
A Vision for Change
Established in 2021 by sisters Ayushi Bhaiya and Priyanka Bhaiya from Surat, Alternative was created out of a deep concern for the harmful effects of fast fashion. Driven by their passion for ethical fashion, the sisters set out to establish a brand that offers a sustainable and stylish alternative to the current fashion industry. Ayushi, with her background as a fashion designer and stylist, and Priyanka, with her expertise in e-commerce and marketing, combined their skills to launch a brand that truly makes a difference.
Their inspiration came from Ayushi’s internship experience, where she learned about sustainable fabrics made from food and agricultural waste. This discovery, along with the sisters’ research into the environmental impact of the fashion industry, led to the founding of Alternative. The brand’s mission is clear: to provide high-quality, timeless wardrobe essentials made from the most sustainable fabrics on earth, while minimizing the impact on the planet and ensuring fair treatment of workers.
A Commitment to Sustainability
Alternative’s ethos centers around the use of sustainable, natural fabrics. More than 70% of the fashion industry’s greenhouse gas emissions come from the raw material production stage. To address this issue, Alternative utilizes fabrics such as GOTS-certified organic hemp, organic cotton, ahimsa silk, eucalyptus silk, handloom khadi, aloe vera, and other eco-friendly materials. These fabrics not only require fewer resources to produce but also offer excellent intrinsic properties, ensuring that the clothing is comfortable, durable, and gentle on the skin.
Furthermore, Alternative’s production approach is inherently sustainable. Understanding the wasteful nature of mass production, the brand embraces a small-batch, made-to-order model. This method ensures that only necessary items are produced, reducing the likelihood of unsold garments ending up in landfills. By prioritizing quality over quantity, Alternative creates pieces meant to be cherished and worn for years, not just a season.
The Future of Alternative
As Alternative grows, the brand remains committed to sustainability. The founders are dedicated to expanding their range of eco-friendly fabrics and finding new ways to reduce their environmental footprint. They also plan to work more with local artisans, supporting traditional craftsmanship and contributing to the economic well-being of communities.
In the future, Alternative envisions a world where sustainable fashion is the norm rather than the exception. By staying true to their values and constantly innovating, Ayushi and Priyanka aim to take charge of transforming the fashion industry into one that respects both people and the planet. Their journey is a testament to the power of conscious entrepreneurship and the positive impact it can have on the world.
To know more visit- https://www.instagram.com/joinalternative
To read more startup stories visit – https://www.herstartupstory.in/
