Fashion designer Aashka Mehta will concede that there is a dichotomy in the industry presently. Trend driven; it inspires an enthusiastic demand for new continual new offerings but this is something which Aashka pushes back against. Thoughtful and creative design is her motto and she’s proven it numerous times through her contributions at Aeropostale, Nordstrom, Calvin Klein, and others. Balancing an extraordinarily creative vision with a natural inclination for entrepreneurship, she’s made a sizable impression on the fashion community in the United States in a very short amount of time. Socially minded in a global perspective, Aashka brings influences from her native India, her time in Italy, and the influences of America that inspired her as a young girl mesmerized by red-carpet glamour. Her work contributions display a vast range, from the uber popular Legacy Leggings and Rosa Sports Bra for athleticwear to the luxurious Diane von Furstenberg Wool Cashmere Wrap Dress. As Aashka has become more embedded into the fabric of the US fashion profile, we wanted to gain insight into her perspective, particularly her passion for environmental and cultural responsibility in today’s industry. What follows is a candid conversation about how a leading voice in Fashion perceives today and tomorrow.
Your time at huge companies and brands has been very fruitful from Nordstrom’s Leith Dolman Sleeve Sweater and Cozy Long Cardigan to the iconic Diane von Furstenberg Wool Cashmere Wrap Dress, and more. With such an impressive resume, what makes you want to start your own brand?
Aashka Mehta: As I gained experience, my confidence and judgment deepened. With every successful launch, I became more assured in my design philosophy, which today is a reflection of my personality: calm, balanced, and intentional—heavily influenced by mindfulness practices and yoga. My color stories, silhouettes, and product choices are all inspired by a pursuit of balance—between aesthetic beauty and functional purpose. Trusted by peers and mentors alike, I was often consulted for product development decisions. Their encouragement, along with unwavering support from my biggest inspiration—my mother—helped me take a leap of faith: to start my own company. While friends in the industry warned me of the challenges that come with entrepreneurship, I felt ready. I wanted to create something on a larger scale, with my name on it. I was driven by a desire to build unique, thoughtful products and address the gaps I saw in the industry—products women wanted but couldn’t find.
But it’s also more than a business move for you, correct? I know that your nature is to be artistic and passionate, both in your designs and your decisions.
Aashka Mehta: (laughs) Well, yes…that is true. I was also motivated by deeper environmental concerns. Throughout my career, I witnessed firsthand how much waste the fashion industry creates. Working within existing systems made it difficult to drive the change I envisioned—like introducing sustainable fibers or more eco-friendly manufacturing methods. Launching my own brand would allow me to prioritize these values. Entrepreneurship also runs in my blood. Growing up in a Gujarati family, I was immersed in the fundamentals of business from a young age. In our culture, financial literacy and entrepreneurial thinking are taught early, and many Gujaratis have contributed significantly to India’s economic landscape. It felt natural for me to take this path—to combine my creative spirit with business acumen and build something meaningful.
While there is some conversation in the industry about environmental impact and responsibility, not many are a vocal about it as you are. What are the points which need to be addressed in your opinion?
Aashka Mehta: I believe now more than ever, the fashion industry prioritizes profit over purpose. At the same time, consumers are becoming increasingly aware of the industry’s shortcomings—particularly its contribution to environmental damage through the wastefulness of fast fashion. The rapid production and disposal of clothing have led to massive amounts of waste, much of which ends up in landfills. These garments, often made from non-biodegradable materials, contribute to soil and water pollution. When synthetic fibers make their way into oceans and are consumed by marine life, it disrupts ecosystems and ultimately affects the global food supply chain. For the industry to truly evolve, it must embrace sustainable, ethical practices that do not harm the environment. Growth should not come at the cost of the planet’s health—without a healthy environment, there’s no future for fashion or the people it serves. This mindset has deeply influenced my personal choices. Despite the appeal and affordability of fast fashion, I choose not to support it. I shop selectively and only from brands that align with my values—brands that bring meaning, purpose, and integrity to their work. Labels like Stella McCartney are at the forefront of this movement, proving that sustainability and style can coexist. Still, these brands represent only a small fraction of the wider industry. Being a designer has heightened my awareness of these concerns. Within the industry, there’s a growing, though still limited, community advocating for change. Fast fashion dominates due to its affordability and trend-driven appeal, but that shouldn’t be the standard we accept. As creators and consumers, we need to shift the narrative—valuing quality over quantity, longevity over trendiness, and care over convenience. It’s this shift in values that holds the power to transform fashion into a force for good. Only by embracing these principles can we create a more sustainable, thoughtful, and responsible future—for fashion and for the planet.
Change is a very hard thing to undertake. Do you think the change will begin with companies and designers or from the public? How much responsibility does the public and average consumer own in making this all move in a positive direction?
Aashka Mehta: I have a lot of confidence in the public. We’ve entered a new era—the digital age—where social media and constant connectivity have transformed the way customers engage with brands. Consumers today are far more conscious of their daily choices, especially when it comes to the products they purchase. Unlike 20 years ago, when successful fashion businesses thrived by offering consistent quality or limited availability, the landscape has changed dramatically. In just the past five years, the industry has expanded exponentially, with over 5,000 fashion brands now competing in the market. The challenge today is no longer about product availability. Instead, customers are asking deeper, more intentional questions: Why should I buy from this brand? What does this brand stand for? Why should I support it? In fashion, it’s often said that customers vote with their dollars—and the competition for those votes has never been more intense. Unlike other industries, fashion is driven not by necessity, but by desire. A customer isn’t buying a new T-shirt because they need one; they already own several. They’re buying it because they want to feel something—confidence, beauty, inspiration. They’re seeking an emotional connection, not just a physical product. In such a complex and emotionally driven market, it’s essential to design and produce with intention. To succeed, brands must think not just about current demand, but about future expectations. What will customers want five years from now? Anticipating that is what will separate leaders from followers.
Everything you are speaking about, both regarding the companies and the consumer, is about intention. I have heard you mention the importance of mindful yoga in your life and you certainly exhibit an all-encompassing awareness in your work. How much of this fuels your actual designs?
Aashka Mehta: When designing fashion apparel, I strive to be conscious and intentional in every decision—ensuring that each product reflects strong values of sustainability, craftsmanship, and environmental responsibility. My experience spans across categories like sweaters and activewear, where I’ve developed original pieces such as the Legacy Legging, Rosa Sports Bra, Revolution Sports Bra, Open Stitch Cardigan, and Slouchy Sweater. For each of these products, I took complete ownership of the design process—from concept to execution. This includes sourcing and vetting manufacturers, evaluating their production practices, and ensuring they adhere to the highest standards of quality. I’ve collaborated closely with factories to implement cleaner, more sustainable production methods and worked alongside artisans to elevate the quality and uniqueness of each product. My commitment to environmental standards are met is staunch and sustainability is a core philosophy. I must add, the artisanal aspect of my work is equally important. I deeply value craftsmanship and actively support local artists in preserving and evolving their traditional techniques. I initiate creative educational programs to foster innovation and skill development, with the goal of raising the standard of craftsmanship across the industry. I also research and reinterpret centuries-old techniques—like Bandhani, Gota work, and Patola weaving—adapting them for modern production. By using machinery to replicate intricate effects traditionally done by hand, I reduce production time while honoring heritage.
Those who know your work always seem to mention the same word, authenticity. You put a lot of yourself into your work and your plans to start your own brand really displays this. Can you give us an idea of what we can expect from you in the near future?
Aashka Mehta: My future plan for the company is to launch a womenswear fashion brand with a truly distinctive offering: artisanal, thoughtfully crafted knitwear. I’m particularly passionate about creating sweaters that not only feel luxurious and comfortable on the body but also address common issues customers face—such as itchiness, pilling, or loss of shape over time. Too often, sweaters fall short of expectations in both comfort and longevity, leaving customers disappointed. I want to change that. The heart of this vision lies in collaborating with artisans from Kashmir, a region in India renowned for its superior cashmere. Kashmir’s long-staple cashmere fibers are naturally softer and less prone to pilling, making them ideal for creating high-quality garments that last longer, look better, and feel even more luxurious over time. My goal is to introduce the brand’s first collection featuring sustainably sourced cashmere sweaters for women—designed with intention, inspired by Indian art and heritage. Drawing influence from cultural icons like the Taj Mahal and Mughal artistry, the collection will pay tribute to the richness of India’s design legacy while offering modern silhouettes and comfort-focused construction. The initial collection will include key pieces such as a cashmere crewneck sweater, V-neck sweater, sweater pants designed to pair effortlessly, and coordinating accessories like beanies and socks. These garments will be offered in unique, elevated colorways—such as butter yellow, lilac pop, baby blue, and soft blush pink—bringing freshness and personality to timeless wardrobe staples. Every step of the process will reflect a commitment to clean, sustainable production. From ethically sourced materials to factory partnerships that value transparency and fair practices, the brand will be built on trust and quality. I want each product to be something customers not only love to wear but feel proud to own—pieces that can be enjoyed for years and even passed down to the next generation.
Writer : Basil Thomson
Punit