all about aastey
all about aastey
all about aastey
one of the main life lessons we learnt in the year 2020, was that in an instant the entire world and our lives can turn upside down. one day, we’re going to work or to college and the next we’re too afraid to step out of our houses. but even the darkest clouds have a silver lining, people used this time to rediscover themselves and found solace in the simple moments. mindfulness, and gratefulness became the main emotions people tried to focus on. aastey was the byproduct of that.
the core values of aastey are self love, acceptance and being present in every moment, big or small.
the pandemic also turned the fashion world on its feet. the days of in person shopping and wasteful spending are of the past. we have gone from style first to comfort first. this shift in mindset has opened up an arena for athleisure fashion. athletic and leisure wear combined together make an ironic duo, but one that is most essential these days.
unfortunately with the birth of athleisure wear, the problem of size inclusivity becomes glaring. performance wear has always been created to cater a certain body type, perpetuating a negative connotation and acting as a demotivator for so many. this is where, aastey comes in. we at aastey want to change this stereotype and build a community where people feel comfortable in their skin while finding peace and joy in the little things.
aastey, also known as the lockdown baby of our founders jeevika tyagi and kanupriya mundhra, started in 2020. two everyday women worn down by work, surrounded by the grief of a pandemic, realised that they had begun to lose sight of their happy moments. the negatives had begun over shadowing the positives. so to right this, they coined the term, live aastey.
one makeup does not fit all why should one size fit all? lockdown lack of mindfulness pressure to be a certain size
mindfulness two girls disregard magazine culture
be fully present in every moment aastey tribe starts to live aastey
size inclusive aastey innovation begins first hire
hybrid model to work reduce carbon footprint aastey designs private limited
clothes are meant to fit your body not the other way round aastey creates an ecosystem to offer multiple sizes, in between sizes, multiple lengths
planet is hurting lets not hurt it more with another brand aastey becomes sustainable
building the aastey army designing our first set of masterpieces meeting manufacturers
product final innovations litmus tests aastey tribe grows to 10k
co-creation aastey tribe’s feedback on products
brand new www.aastey.com experience
aastey athleisure wear for all body types shop india’s first size inclusive, sustainable collection
our mission is to create a world where people aren’t differentiated on the basis of their colour or size. and to eliminate all biases that have been created over centuries based on what size one wears or how their body type defines what is available for them to wear.
is to build an environment full of joy. an environment where all women are treated as equal irrespective of their size, color, age, body type, lifestyle or race. we want to make women feel better everyday, in all spheres of their life.
everyday is friday at aastey!
senior graphic designer
senior associate-content strategist
designer and merchandiser
merchandiser expert- lead
senior fashion associate
social media manager
website and analytics Intern
inventory, packaging & qc