Brand Tone

Empowering & Inclusive, Conscious & Mindful, Authentic & Relatable, Positive & Joyful, Slightly Educational

Brand Values

• •Sustainability
• •Size Inclusivity
• •Mindfulness & Well-being
• •Community
• •Quality & Comfort

Best Practices

• •Embrace "Her": Always speak directly to your customer, using "you" and "your." Foster a sense of direct conversation and connection, making her feel seen and understood.
• •Champion Your Values: Ensure every piece of copy, from a tweet to a product description, subtly or overtly reinforces at least one core value (sustainability, inclusivity, mindfulness, community). For example, instead of just saying "comfortable," say "comfortable for every body" or "comfort that doesn't cost the Earth."
• •Tell Authentic Stories: Share the "why" behind aastey – the founders' journey, the challenges of sustainable production, customer testimonials. Authenticity builds trust and resonates deeper than generic marketing messages.
• •Use Inclusive & Positive Language: Avoid jargon or exclusionary terms. Celebrate diversity in your language and imagery. Focus on positive affirmations and empowering messages. Instead of "problem areas," talk about "celebrating your shape."
• •Maintain Visual-Verbal Harmony: Ensure the tone of your copy is reflected in your visuals. If your copy is joyful and vibrant, your images should match. If it’s mindful and calm, the visuals should convey that serenity. Consistency across all touchpoints (website, social media, ads, packaging) is key.

Social Perception

Generally viewed positively by customers who align with their values of sustainability and inclusivity. Many appreciate the comfortable fit and product quality. They are seen as pioneers in India for combining these two aspects in athleisure. Aspirational & Purpose-Driven: Perceived as a brand that stands for more than just clothing, offering a lifestyle centered around mindfulness and conscious consumerism. Mixed (Post-Shark Tank): Their Shark Tank India appearance led to increased visibility but also scrutiny regarding their financial management and marketing expenditure. Some viewers and commentators found their pitch or business model questionable. Concerns: Some customers have reported negative experiences with customer service, particularly regarding refunds and communication, which can impact brand trust.

Copy Examples

• •Find your movement, find your moment, find your tribe. ✨ At aastey, we celebrate every body and the beautiful journey it's on. Our sustainable athleisure is designed to flow with you, from mindful mornings to joyful evenings. #liveaastey #InclusivelyYou #SustainableStyle
• •Wear the Change. 🌿 aastey uses recycled materials to create athleisure that feels good on your skin and is gentle on the planet. Shop our new collection and join the movement towards a more sustainable future. #aastey #EcoFriendlyFashion #MindfulChoices
• •Rediscover Your Comfort, Reconnect with aastey 🧘‍♀️ (Body snippet): Remember that feeling of true comfort and effortless style? We've been busy innovating with even more sustainable fabrics and inclusive designs, all crafted with love for you and the planet...
• •aastey: 16 Sizes. Earth-Friendly Fabrics. One Tribe. Welcome to Mindful Athleisure.
• •Flow through your day with our Uplift Leggings. Made from our signature aastey flex fabric (that's 25 recycled plastic bags per pair!), they offer buttery-soft comfort, four-way stretch, and yes, pockets deep enough for your essentials! Because your comfort and our planet matter. #ConsciousComfort #EveryBodyMoves