Biodegradable or environment friendly
The idea of “Tyas” began with a strong passion for Fashion, while being responsible towards the planet. Being a Fashion Communication student, Aditi had a little background in fashion, design, creative thinking, brand building and everything around fashion. The idea of “Tyas” began on a random day of second lockdown while Aditi was working as a Social Media Strategist for a brand who make sustainable t-shirts. While working with them for about 9 months, she got into sustainability and learnt things in the slow fashion and sustainable fashion sector. That led her to the understanding of creating a brand that is completely pure, organic and promotes green fashion, since it is the need of the hour in the fashion industry. After brainstorming, coming up with their USP and a lot of research work “Tyas’’ was born. Although Aditi is not a proper fashion designer, but her idea was to create basic yet chic clothing with minimal designs and a modern touch and that is why their tagline is #basicbutnotsobasic.
Purpose
The inspiration primarily stemmed from my experience at a sustainable t-shirt brand where Aditi worked. Despite her background in styling and content creation, Aditi hadn't considered a fashion brand until her last role emphasized sustainability. Her sister and she swiftly acted on the idea, spending around 3-4 months researching, sourcing fabrics, envisioning products, and forming a brand identity. Their focus on organic textiles posed challenges due to limited awareness and sourcing difficulties. However, their commitment to values like sustainability, zero waste, and natural elements guided us. As a fledgling brand, they anticipate diverse experiences ahead, including collaborations and events. Their vision is to engage a broader audience while leaving a positive impact on both fashion and the environment. Onward and upward, always!
People
Since the time Tyas have begun their journey, they have supported the artisans in Himachal Pradesh, Maheshwar, Tamil and Kutch by recruiting them for their fabrics. They are supporting the local artisans here in Indore who help them in the construction of the garments and embroidery works on them. All their fabrics are hand woven and hand dyed and all this process is majorly done by local women. They employed all those artisans who lost their jobs in lockdown and were unemployed then. All their packaging comes from Jaipur, hence all artisans from there have been recruited for the construction of the paper bags, cotton bags and corrugated boxes.
Planet
In producing their Organic Fabrics, they save gallons of water, remove the usage of toxins, pesticides and chemicals which are harmful for the soil and the planet overall. They try and use natural, plant-based dyes or Azo- free dyes, which eliminate the use of harmful chemicals which are used in the process of dyeing and that polluted water is then released into water bodies or the soil, in turn harming the planet. While they mention these impacts to their customers during pop-ups or events or through their social media, the customers feel elated and proud in wearing and owning clothes of “Tyas”. Their ‘Thank You Cards’ are made from Seed Paper and with every purchase they give out a Thank You Card to each of their customers. Hence till now they have given out over 500 of these cards and so many of them have shared pictures, feedbacks of them doing the activity of growing a Marigold plant out of cards.
