Founded in 2021 by Surat-based sisters Ayushi Bhaiya and Priyanka Bhaiya, the inspiration to start Alternative came from seeing and realizing the dirty impact of fast fashion on our only planet to live and its people. After a bit of digging and learning about what could be done about this, they zeroed on starting a sustainable fashion brand that leverages sustainable fabrics and dyes, evergreen styles and an on-demand production model. With Ayushi’s creative background as a fashion designer and a stylist, combined with Priyanka’s experience in ecommerce and marketing, the duo set out to provide people with a beautiful, functional and sustainable ‘Alternative’ to fast fashion.

At Alternative, we combine the most sustainable fabrics on earth with beautiful, timeless styles to create everyday high quality wardrobe staples that you will turn to time and again and will last for years to come.

Alternative

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