Alternative is a brand built on the belief that fashion can be both chic and sustainable. Rooted in the desire to offer timeless pieces that stand the test of time, Alternative combines luxurious, eco-friendly fabrics with designs that effortlessly blend into every wardrobe. With materials like GOTS-certified organic hemp, ahimsa silk, organic cotton, and handwoven cotton, the brand creates fashion that feels just as good as it looks. In addition to using these sustainable fabrics, Alternative employs eco-friendly dyeing techniques that are low-impact, azo-free, and natural. These methods ensure that the dyes used are gentle on both the skin and the planet, creating vibrant, long-lasting colours without compromising on environmental integrity. Each piece is crafted with care, using a small-batch, made-to-order production model that reduces overproduction and waste, ensuring that every garment is produced with minimal environmental impact while maintaining the highest quality.
Founded in 2021 by sisters Ayushi and Priyanka Bhaiya, Alternative was born from a shared desire to counter the detrimental effects of fast fashion. With Ayushi's expertise in fashion design and Priyanka's experience in e-commerce, they sought to create a brand that could provide an elegant, yet sustainable alternative. Inspired by their love for timeless design and commitment to a more responsible fashion industry, Alternative was founded to deliver pieces that not only celebrate style but also contribute positively to the world.
At the heart of Alternative lies a commitment to sustainability. The brand carefully selects fabrics that are gentle on the environment and on the people who work with them, ensuring that every garment is both high-quality and eco-conscious. Using natural fibers and creating pieces in small quantities, Alternative minimizes waste while offering consumers an opportunity to invest in pieces that will last season after season. The timeless designs championed by Alternative are perfect for those who want to build a wardrobe that’s versatile, durable and kind to the planet.
Driven by a passion for thoughtful fashion, Alternative crafts clothing that reflects the values of its founders, fashion that’s not only about looking good but also about feeling good and making a positive impact.
