About Us
The Alt Culture is more than just a brand; it represents an exciting lifestyle revolution! At its core, it aims to make high-quality, stylish athleisure accessible to everyone, ultimately transforming how India views activewear. In a marketplace where consumers often face a choice between affordability and aesthetics, The Alt Culture stands out as a pioneer, crafting designs that celebrate individuality, embrace versatility, and promote conscious living.
Founded by the inspiring Keya Hariyani, The Alt Culture emerged from a desire to fill the gap in India's athleisure market. After experiencing top fashion trends abroad and recognizing the growing demand for functional yet fashionable clothing, she set out to reshape how Indians embrace athleisure by merging cutting-edge style, unparalleled comfort, and unbeatable accessibility.
Inspired by India's vibrant roots, the brand creatively blends traditional influences with modern innovation. Using high-quality polyester fabric that is carefully sourced for exceptional performance, The Alt Culture ensures each piece wicks moisture away effortlessly—ideal for intense workouts where sweat needs to evaporate quickly.
At The Alt Culture, fashion is a powerful form of self-expression. Each collection is designed to ignite confidence and inspire creativity, allowing for smooth transitions from invigorating morning workouts to lively evening outings. This approach reflects the dynamic lifestyle of the modern individual.
Individuality is celebrated here! Every design tells a unique story where comfort harmonizes with functionality, and boldness is encouraged and embraced. The Alt Culture goes beyond mere clothing; it fosters a vibrant community of like-minded individuals who dare to live unapologetically and authentically.
Whether you're crushing it at the gym, exploring city streets, or simply enjoying life to the fullest, The Alt Culture offers more than just stylish apparel—it gives you the freedom to be your true self. It's about living consciously, showcasing your unique style, and stepping into a vibrant world where fashion is both accessible and meaningful!
Keya Hariyani, Founder of The Alt Culture
Driven by a vision to revolutionize India's athleisure market, Keya Hariyani founded The Alt Culture to provide stylish, affordable activewear that speaks to the modern consumer. Her international experiences and recognition of the demand for functional yet fashionable clothing inspired her mission to redefine athleisure in India, seamlessly merging style, comfort, and accessibility.
Keya's journey is supported by a solid academic foundation, including a Bachelor of Commerce from Ahmedabad University with a focus on finance and marketing and a Master of Science in International Marketing from Hult International Business School, London.
Fluent in English, Hindi, and Gujarati, she further enhanced her expertise with certifications in Digital Marketing, Negotiations and Entrepreneurship from prestigious institutions like MICA and Hult Business School London, empowering her to align her brand with global consumer trend.
Her professional path is marked by significant roles at iconic brands like Ferragamo and Red Bull, where she excelled in client advisory, event coordination, and content marketing. At Red Bull, she orchestrated dynamic campaigns that inspired over 100,000 marathon runners and captivated 30,000 online gamers, demonstrating her unique ability to fuse creativity with strategic insight.
Before launching The Alt Culture, Keya thrived as Operations Manager at Hariyani Advisory Services. Her leadership transformed operational efficiencies and cultivated a collaborative and innovative culture, successfully driving profit growth and establishing lasting partnerships for future success.
Through The Alt Culture, Keya is dedicated to making athleisure accessible to everyone. She crafts designs that celebrate individuality while upholding quality and affordability. She has built a brand that resonates deeply with India's style-conscious and evolving lifestyles by blending her entrepreneurial spirit with a passion for innovation.