At STRCH, we see activewear as the new everyday wear
As hybrid lifestyles blur the lines between fitness, work, and leisure, India’s activewear market is undergoing a dynamic transformation. At the forefront of this shift is STRCH Activewear, a homegrown brand blending performance, versatility, and design-led innovation. Founded by Prithvi Bhagat, STRCH has quickly carved out a unique identity—most recently becoming the first Indian activewear label to collaborate with Warner Bros. In this exclusive conversation with Fibre2Fashion, Bhagat shares his insights on evolving activewear trends, the power of community, and how STRCH is redefining movement for the modern Indian consumer.
How is the definition of activewear evolving with the rise of hybrid lifestyles, where people seek clothing that transitions seamlessly from workouts to work or leisure?
Activewear today is no longer just about the gym—it is about how people ‘live’. With hybrid lifestyles becoming the norm, there is a growing need for clothing that moves fluidly between settings. People want pieces that perform during a workout but also look sharp enough for a meeting or casual evening out.
At STRCH, we see activewear as the new everyday wear. It is functional, versatile, and built for modern movement—whether that is a run, a flight, or a full day of work. The lines between categories are blurring, and we are designing right at that intersection.
With increasing consumer awareness about wellness and fitness, how important is brand storytelling and community building in the activewear industry today?
Brand storytelling and community are absolutely vital today. Consumers do not just buy products—they buy into values, lifestyles, and experiences. Especially in activewear, where wellness and fitness are deeply personal, creating a narrative that resonates helps build trust and loyalty.
At STRCH, we focus on authentic storytelling that reflects real, everyday movement and balance. For example, we regularly collaborate with fitness coaches, wellness influencers, and everyday athletes to share their stories and create content that inspires our community. We also host events and workshops—both virtual and offline—that foster connection and learning.
Building this community around shared goals—whether it is fitness, mindfulness, or sustainable living—creates a sense of belonging that goes beyond the clothes. It is about inspiring and supporting people on their journeys, and that connection is what drives long-term growth in this space.
How do global trends in athleisure influence product development in emerging markets like India, and what localisation strategies work best in this space?
Global athleisure trends definitely set the tone for innovation and style, but in markets like India, localisation is key. We see rising demand for versatile, stylish activewear—much like globally—but consumers here also prioritise climate-appropriate fabrics, cultural nuances, and price sensitivity.
At STRCH, we blend international design and technology with local insights—like using breathable, moisture-wicking fabrics suited for India’s heat and tailoring fits that accommodate diverse body types. We also focus on accessible pricing without compromising quality.
Successful localisation means respecting local lifestyles while offering global performance and style—creating products that feel relevant, functional, and aspirational for Indian consumers.
What inspired the creation of STRCH, and how does your personal journey influence the brand’s mission of redefining activewear for everyday versatility?
The idea for STRCH came from a very personal place. As someone who leads an active, fast-paced lifestyle, I was constantly moving between workouts, meetings, and social settings—and I was frustrated by how often I had to change outfits just to keep up with the day. I wanted clothing that could do it all—perform well during a workout but still look sharp and feel comfortable enough to wear all day.
At the same time, I noticed a gap in the Indian market. While there were international brands offering high-performance activewear, access was limited, pricing was high, and often the styles did not really reflect our lifestyle or climate. I saw an opportunity to bring that same level of quality and technical design to India—but with a fresh, homegrown perspective.
STRCH was built on the vision of creating elevated, versatile activewear that performs just as well in a gym as it does on the street. My personal journey—navigating the demands of entrepreneurship while prioritising fitness and balance—has shaped every aspect of the brand. We are not just making clothes; we are building a movement around intentional living, thoughtful design, and products that truly stretch to meet the needs of modern life in India and beyond.
The name ‘STRCH’ feels both functional and minimalistic. What does it represent for you, and how did you decide on it as the identity of your brand?
The name STRCH was very intentional—it is short, strong, and says a lot without needing to say too much. At its core, ‘stretch’ represents movement, flexibility, and adaptability—all qualities that reflect both our clothing and the people we design for.
We chose to drop the vowels to keep the name clean, minimal, and modern—something that visually matches our design philosophy. STRCH is not just about fabric that stretches—it is about stretching boundaries.
For me personally, STRCH represents freedom—the freedom to move, to live with intention, and to not be boxed in by traditional categories like ‘activewear’ or ‘leisurewear.’
How do you define your target consumer, and how is their lifestyle shaping your product offerings?
Our target consumer is someone who lives life on the move—balancing work, wellness, travel, and social life, often all in one day. They value comfort, versatility, and quality, but do not want to compromise on style.
Their lifestyle directly shapes our products. We design pieces that transition seamlessly—from workouts to meetings to weekend plans—because that is exactly how our community moves. They want fewer, better pieces that work harder for them, and that is what STRCH delivers.
Our core audience is someone who is ready to kickstart their life in any and every way—whether that is a fitness journey, a career pivot, a passion project, or a fresh mindset.
They are bold enough to start again, curious enough to try something new, and resilient enough to keep moving forward. We design for that spirit—that ‘stretch’ between who you are and who you are becoming.
How do you strike the right balance between technical innovation and lifestyle comfort in your designs?
That balance is at the heart of everything we create at STRCH. From the beginning, our goal has been to design pieces that ‘perform’ like true activewear but ‘feel’ effortless enough to wear all day. We never wanted to sacrifice one for the other.
It starts with the fabric nylon—every material we use is handpicked for its functionality and feel. We are constantly sourcing and testing technical fabrics that offer breathability, stretch, moisture-wicking, and durability, but also drape well, feel soft on the skin, and move with the body in a natural way.
Clean lines, minimal silhouettes, and smart tailoring allow our pieces to transition from a workout to a coffee meeting or a flight without looking out of place. Comfort is not just physical—it is also about confidence. We want our community to feel just as good in our clothes at the gym as they do when walking into a meeting or heading out for the evening.
To me, true innovation is when function and lifestyle merge seamlessly. That is what STRCH is all about.
What is the design thinking behind STRCH’s aesthetic and how do you ensure it is gender-neutral yet stylish?
At STRCH, we do not box ourselves into just one aesthetic. Our design language spans from bold and expressive to understated and minimal—all in the same collection. We believe that activewear should reflect the dynamic personalities of the people wearing it. Some days you want to stand out, and some days you prefer to keep it subtle—STRCH lets you do both.
When it comes to gender neutrality, it is not about being bland or unisex for the sake of it—it is about creating silhouettes, fits, and tones that celebrate fluidity without compromising on style. Everything we design is meant to empower movement and self-expression, regardless of gender. The goal is to make you feel seen, strong, and completely yourself, whether you are in the studio, the street, or somewhere in between.
How does STRCH differentiate itself in terms of product, pricing, and customer experience?
What sets STRCH apart is our focus on ‘versatile performance’ and the fabric we use. By introducing nylon into the Indian market—where most other activewear brands rely on polyester—our products combine technical fabrics with tailored, minimal design, offering the functionality of activewear with the look and feel of everyday essentials.
In terms of pricing, we have positioned ourselves to offer premium quality without the heavy markup often seen with global brands. We are focused on delivering value—durable, well-crafted pieces that earn their place in your wardrobe.
Customer experience is key. From thoughtful packaging to seamless online journeys and responsive support, we want every touchpoint to feel intentional. We are not just selling products—we are building a brand that people connect with through shared values of movement, mindfulness, and modern living.
Can you walk us through your material sourcing process and what sustainability means to STRCH?
At STRCH, material sourcing is one of the most important steps in our design process. Every fabric we use is chosen with intention—balancing performance, comfort, durability, and environmental impact. We spend a lot of time researching textiles, working closely with mills and suppliers who align with our values around quality and responsibility.
We look for technical fabrics that offer key features like 4-way stretch, breathability, and moisture-wicking—but equally important is how they are made.
Sustainability for us is not about chasing trends—it is about building a long-term mindset. That means creating pieces that last longer, wear better, and do not end up as fast fashion waste. We design with versatility in mind, so one garment can serve multiple purposes, reducing the need to overconsume.
We are also focused on ethical production—partnering with manufacturing units that follow fair labour practices and maintain high standards in waste management and energy efficiency. We are not perfect, but we are committed to evolving thoughtfully as we grow. For STRCH.
What are some of the most impactful innovations in fabric technology or material science that are shaping the future of performance apparel?
The future of performance apparel is being shaped by innovations that enhance both functionality and performance. At the forefront are fabrics made from materials—like nylon—that reduce environmental impact without compromising on durability or stretch. These fibres are becoming more sophisticated, offering the same or better performance as traditional fabrics.
We are also seeing advancements in moisture-wicking, breathable textiles that actively regulate temperature, helping the wearer stay comfortable in varying conditions. Anti-microbial and odour-resistant finishes are another game-changer, keeping garments fresh through multiple wears.
At STRCH, we prioritise materials that combine these technical benefits with stretch. It is about creating activewear that supports movement and lifestyle.
Sustainability has become a buzzword across fashion. In the activewear segment, what challenges do brands face in sourcing eco-friendly materials without compromising on durability or performance?
Sourcing sustainable materials for activewear is definitely challenging, especially in the Indian context. The biggest hurdle is balancing eco-friendly fabrics with the high-performance standards consumers expect—stretch, moisture management, and durability. Many recycled or organic fabrics are still evolving, so we invest significant time testing to ensure they hold up over time.
Supply chain transparency and consistent availability are also big issues, especially locally. Sustainable fabrics can be costlier and less accessible in India, where the market is still growing, which makes scaling production harder without compromising on quality or ethical standards.
At STRCH, we see sustainability as a long-term commitment. We focus on durable, multi-use pieces that reduce fast fashion waste and carefully select materials that meet both performance and environmental goals. Educating the market and building partnerships with responsible suppliers here in India is key to driving meaningful change.
What led to STRCH becoming the first Indian activewear brand to collaborate with Warner Bros, and how did you approach blending superhero iconography with your design ethos?
The collaboration with Warner Bros. was a natural fit because both brands celebrate strength, identity, and storytelling. We saw a unique opportunity to bring iconic superheroes into the world of elevated activewear—something that had not really been done in the Indian market with this level of design sensitivity.
Our approach was clear: stay true to STRCH’s minimal, versatile aesthetic while subtly weaving in superhero elements. We avoided loud graphics or gimmicks—instead, we focused on refined details, tonal colourways, and symbolic design cues that fans would recognise, but that still felt premium and wearable.
It was about honouring the legacy of these characters while staying authentic to who we are as a brand—modern, functional, and rooted in movement.
How is the launch of the limited-edition Superman and Wonder Woman collection expected to impact brand visibility and customer engagement, particularly among younger, pop culture-driven audiences?
This collection is a major step in expanding STRCH’s cultural relevance. By tapping into the global appeal of Superman and Wonder Woman, we are connecting with a younger, pop culture-savvy audience who values both self-expression and storytelling.
It is more than a drop—it is a conversation between fashion, fandom, and function. The limited-edition nature adds excitement and urgency, while the subtle, design-forward execution keeps it aligned with our core aesthetic. We are already seeing strong engagement, not just from our existing community, but from new customers discovering STRCH through the lens of pop culture. It is a powerful way to grow our visibility while staying true to our brand values.
What does the next phase of growth look like for STRCH? Are you exploring new categories, international markets, or retail expansions?
The next phase of STRCH is about scale—but without losing the soul. We are introducing a whole new wave of designs that push the envelope on both style and function. From bold pop colours and an upgraded seamless garment, which we have named in-house, to smart accessory placements that do not just look good—they ‘work’ for you—we are layering in thoughtful innovation across the board.
We are also expanding our sizing to be more inclusive—because stretch should feel empowering on every body. Retail-wise, India remains our home ground, but we are laying the foundation to explore international markets and pop-up concepts. STRCH is not just growing—it is evolving to meet the energy of what is next.
