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.
launched our limited edition hype collection
getting the recognition we deserve with the best sustainable initiative award for the year 2022 and e4m awards in sustainability and game changer- apparel
launched our groundbrealking evergreen leggings in 24 sizes and 3 lenghts
launched our first offline live aastey experience
launched new podcast season celebrating women in leadership
launched our biggest cotton collection with the airport looks + went live on amazon prime
aastey goes international with our first popup in dubai
our biggest offline event with 2k+ women running in aastey across three major cities aastey x leap club
launched eight new products
aastey steps out of mumbai! new office opens in bengaluru
there is no stopping us now as aastey launches its new club collection
aastey transformation is complete with a brand new website , new logo and the first ever brand film launch
we launch the new summer collection that takes us right back to our childhood
beginnings of a new era with a brand new mumbai office
the ever growing team aastey meets in real life for the first time ever
aastey secure ₹10 crore funding from Kalaari capital
aastey vibes are ready to take over the world! aastey - starts selling its first collection
aastey athleisure wear all body types shop india's first size inclusive, sustainable collection
brand new www.aastey.com experience
co-creation aastey tribe's feedback on products
product final innovations litmus test aastey tribe grows to 10k
building the aastey army designing our first set of masterpieces meeting manufactures
planet is hurting lets not hurt it more with another another brand aastey becomes sustainable
clothes are meant to fit you body not the other way around aastey creates an ecosystem to offer multiple size, in between sizes multiple lengths
hybrid model to work reduce carbon footprint aastey designs private limited
size inclusive aasteyinnovation begins first time
be fully present in every moment aastey tribe starts to live aastey
mindfulness two girls disregards magazine culture
one makeup does not fit all why should one size fit all? lockdown lack of mindfulness
our mission is to eliminate all existing biases & stereotypes for women while maintaining a positive impact on the environment.
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
merchandiser expert- lead
inventory, packaging & qc
chief of staff
senior ecommerce associate
customer service associate