Atas Awan Bridges the Gap Between Fashion and Outdoor Activities
References: shopatasawan & insider.fitt.co
Atas Awan is a Melbourne-based clothing brand that bridges the gap between fashion and outdoor activities, particularly climbing. The brand aims to address the lack of modern, stylish climbing clothing for women, often forcing them to shop in men's sections.
Founded by Faustina Setiawan, Marie Chalhoub, and Grace Wei, the brand focuses on creating versatile and sustainable apparel that caters to both sports and everyday urban life. The garments are ethically produced in Bali, Indonesia, using materials such as deadstock fabric, bamboo cotton, TENCEL, organic cotton, and REPREVE made from recycled plastic bottles.
Atas Awan's designs emphasize movement and comfort, making the silhouettes suitable for activities like hiking and climbing as well as daily wear. By offering pieces like the Boundless Convertible Pants and the 4-in-1 Modular Crag Bag, Atas Awan combines practicality with aesthetic appeal.
Image Credit: Atas Awan
Founded by Faustina Setiawan, Marie Chalhoub, and Grace Wei, the brand focuses on creating versatile and sustainable apparel that caters to both sports and everyday urban life. The garments are ethically produced in Bali, Indonesia, using materials such as deadstock fabric, bamboo cotton, TENCEL, organic cotton, and REPREVE made from recycled plastic bottles.
Atas Awan's designs emphasize movement and comfort, making the silhouettes suitable for activities like hiking and climbing as well as daily wear. By offering pieces like the Boundless Convertible Pants and the 4-in-1 Modular Crag Bag, Atas Awan combines practicality with aesthetic appeal.
Image Credit: Atas Awan
Trend Themes
1. Eco-friendly Sports Apparel - Atas Awan utilizes sustainable materials like bamboo cotton and REPREVE to create eco-conscious climbing garments.
2. Gender-inclusive Activewear - The brand addresses the gap in stylish climbing clothing for women, offering modern designs that cater to female athletes.
3. Versatile Urban-outdoor Fashion - Their designs blend athletic functionality with urban aesthetics, making the clothing suitable for both sports and daily wear.
Industry Implications
1. Sustainable Fashion - Atas Awan employs ethically produced and recycled materials, reflecting a growing trend towards sustainability in the fashion industry.
2. Outdoor Recreation Gear - The emphasis on comfortable, movement-friendly designs expands the market for practical yet stylish climbing and hiking apparel.
3. Women's Athletic Wear - By creating fashion-forward activewear for women, Atas Awan taps into an underserved segment in the athletic clothing industry.
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