For a brand to be sustainable, the choice of material is of crucial importance. After all, over 70% of the emissions come from the raw material production stage. 

At Alternative, materials aren’t an afterthought or a side character. They are the very foundation of our story that lets us craft a high quality garment for you. 

Since the day we began, our priority has always been to find and work with the most sustainable fabrics - the ones that are gentle on your skin, feel and drape beautifully and do not abuse our planet or people. 

Sustainable, organic, handwoven textiles aren’t just a ‘feature’ in our collection, they are the very fabric of our story, shaping 100% of our designs.

All our materials are sourced from small artisanal clusters across India that are the best at their craft and are handcrafted at our own production studio.

And while choosing these fabrics often means higher costs and slimmer margins, we still choose them - because we believe true value lies in the quiet integrity of what you wear. In the way a fabric feels, the way it ages, and the way it tells the story of thoughtful creation.

Let’s take a tour of our fabrics and designs.