In a world where fashion’s environmental footprint is under increasing scrutiny, Thaely has emerged as a revolutionary Indian sneaker brand proving that sustainability can be stylish. Founded by Ashay Bhave in 2019, Thaely’s mission is to tackle plastic pollution while delivering premium, vegan footwear.
From Classroom Concept to Global Footwear Brand
When Ashay Bhave, a design student in Dubai, came up with the concept of making trainers out of plastic garbage, Thaely was formed as a college project. The idea developed into a complete company plan, and Bhave was recognised in several startup contests. After his return to India, Bhave started collaborating with regional producers to make his idea a reality.
The Hindi term “Thaely” literally translates to “plastic bag,” making it an appropriate name for a company dedicated to rethinking waste.
Sustainable Innovation: Sneakers Made from Plastic Bags and Bottles
The use of entirely repurposed materials is what sets apart Thaely as a brand. About ten old plastic bags and twelve recycled plastic bottles are utilised to make each pair of trainers. The main product, called ThaelyTex®, is a leather-like fabric made from fused plastic bags without the use of dyes or other chemical processing.
Other environmentally friendly elements consist of:
- Interior rPET (recycled polyethylene terephthalate) canvas
- For the soles, recycled rubber
- Water-based inks and glue that is vegan
- Recycled paper packaging with basil seeds embedded
Even Thaely’s boxes are environmentally friendly; rather than being thrown away, they are made to be planted in the ground to grow herbs.
Made in India with Fair Labor
Handmade in a factory dedicated to fair labour methods in Jalandhar, India, Thaely’s trainers are produced. The facility offers food, clean, hygienic working conditions, and fair salaries for its employees. It also runs on a five-day workweek. Crucially, the factory upholds a rigorous no-sweatshop policy. Thaely hopes to establish a new norm for ethical and sustainable production by assisting regional craftspeople and adhering to these eco-ethical guidelines.
Global Buzz and Celebrity Endorsements
Despite being a niche startup, Thaely has become well-known worldwide. Customers from the US, Australia, and Europe purchased their first limited edition of 1,600 trainers, which ran out in a matter of weeks. The brand’s minimalist, streetwear-inspired low-top silhouette appeals to both sneakerheads and ethical shoppers.
In 2021, Thaely even won the PETA Best Vegan Sneaker Award, bringing it to the attention of ethical fashion circles throughout the world. Social media virality, shoe reviews, and sustainability influencers have all contributed to the natural buzz.
Funding and Growth: Backed by Metro Brands
The Indian footwear giant Metro Brands Ltd., associated with late Rakesh Jhunjhunwala, invested ₹2.67 crore for a 5% stake in Thaely in May 2022, valuing the firm at ₹45 crore. This strategic alliance was a significant endorsement of Thaely’s strategy and a vital first step towards expanding its business. The money is being used to increase production capacity, introduce new colourways and collections, fortify Thaely’s direct-to-consumer business model, and investigate retail presence in India and other countries.
Clean Aesthetic with a Green Soul
Cloud White, Shadow Black, and Crocodile Grey are just a few of the simple yet adaptable colourways available for Thaely trainers. Their simple, retro style is based on contemporary eco-principles yet draws inspiration from the sneaker culture of the early 2000s.
Their prices range from 4,800 to 16,000 (about $100 to $200 USD), making them a mid-range product that competes in the sustainable market with both high-end and fast fashion trainers.
Minor sizing difficulties have been brought up by some consumers; international buyers have suggested that, depending on the model, sizes run somewhat large or narrow. Before making a purchase, Thaely advises consulting thorough sizing charts.
Challenges and the Road Ahead
Even though Thaely has made a significant impact in the sustainable fashion industry, it still faces the usual startup obstacles, like managing quality control and sizing consistency, breaking into the fiercely competitive global sneaker market, and growing operations sustainably without sacrificing its ethical principles. Despite these obstacles, Thaely is in a strong position to expand. Brands with a purpose, like Thaely, are more relevant and in demand than ever as a result of growing worldwide awareness of plastic pollution, animal-free design, and ethical labour practices.
Thaely Is Redefining Sustainable Style
A firm with a purpose to push the boundaries of ethical design, innovation, and environmental advocacy, Thaely is more than just another shoe brand. It embodies the future of conscientious consumerism, from turning plastic trash into wearable art to establishing equitable jobs in India.
As the fashion industry gradually shifts to more environmentally friendly options, Thaely provides an inspiring example of how new Indian companies can take the lead by fusing innovation with ethics.
Also read: Evo Foods: India’s First Plant-Based Liquid Egg Startup
