Sustainability isn’t just a buzzword at Alternative, it is at the heart of everything we do. Each day we ask ourselves, how can we make this better? Better for the earth, better for the hands that craft it, better for the life it touches. This question shapes every design, every process and every initiative.
Our purpose is simple: to craft clothes that honour people, planet, and craft. We believe fashion should uplift, not exploit; celebrate skill, not speed; and offer beauty that endures beyond fleeting trends. Each piece is made to be worn, cherished, and lived in - a small act of mindfulness in a world that often moves too fast.
Fashion, for us, is not about following trends. It’s about making conscious choices, celebrating authenticity, and creating a wardrobe that speaks of thoughtfulness and care, one garment at a time.
Our Fabrics
Over 70% of the fashion industry’s greenhouse gas emissions come from the raw material production stage. At Alternative, we only work with organic, natural fabrics like GOTS certified organic hemp, organic cotton, ahimsa silk, eucalyptus silk, handloom khadi, aloe vera and other such fabrics that require significantly much lesser resources and have a minimal impact on the planet and the people working on it. Not only this but these fabrics have amazing intrinsic properties that look and feel great on the skin.
Learn more about our fabrics.
Know how to take care of us.
Our Process
One of the biggest problems with fast fashion is overproduction. Mass-produced brands intentionally make ~30% more than they sell. When these garments do not sell, they are dumped in landfills where they sit for hundreds of years or are incinerated. At Alternative, we make designs in small batches and on a made-to-measure basis, so we only make what you actually want to buy and in a size that is specifically tailored for your body.
Join us on Instagram to follow our behind-the-scenes journey.
Our Designs
Our clothing is designed to be versatile and long-lasting. We refuse to follow temporary fads and instead focus on creating evergreen masterpieces with the highest quality that you can style and wear time and time again. We believe that this approach will help reduce the amount of clothing waste that ends up in landfills.