Fashion’s wild side: on athleisure label, I Am Animal

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Six years after transitioning to a vegan way of life, entrepreneur Kunal Avanti launched I Am Animal, a PETA-approved attire model, to commemorate World Animal Day (October 4). “The vegan journey put in focus the life-style modifications I must be making — be it by way of meals, the merchandise I eat or the garments I put on,” says Avanti, whose first assortment for the athleisure label, titled Zero, contains loose-fit T-shirts, joggers, and hoodies crafted in International Natural Textile Customary (GOTS)-certified materials.

Designed in collaboration with Mumbai-based design college, Istituto Marangoni, it options earthy shades — ghost white, mercy black, previous military inexperienced, savanna burn and sub-yellow. “Savanna burn attracts inspiration from the Darvaza Gasoline Crater that’s been burning for many years within the Turkmenistan desert. The concept was to create a burnt orange shade to replicate the fury of nature,” he says. As for the model’s sustainability options, he says the elastic within the joggers is product of pure latex, they use seed paper tags, and part of their sale proceeds go to 4 to 5 sanctuaries throughout India, just like the Kalote Animal Belief in Maharashtra.

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₹975 – ₹2,499 on iamanimal.com