Our Story
I would like to tell you how ATYRA came about.
Why at all a fashion label?
Anyone who has been following me on Instagram for a while will remember my foodie days, when I mainly shared vegan recipes and inspiration for a healthy lifestyle. I would never have believed that my focus in life would change so much and that one day I would start a fashion brand. Never ever! Maybe I'll offer my own recipe books, cooking accessories or health advice. But a fashion brand? That seemed far away to me at the time.
How did I get into fashion?
I never had much to do with fashion. Well, apart from the fashion blog that I started during school just for fun because my neighbor was a successful fashion blogger, with poorly lit mirror selfies and outfits thrown together from fast fashion. My enthusiasm for fashion gave way to another focus in my life when I started uploading my food creations to Instagram alongside my studies. I always had a somewhat alternative style, but my everyday outfits were anything but fashionable. For me back then, there was nothing worse than uncomfortable or scratchy clothing. Instead of jeans, I walked around in leggings or baggy yoga pants. I wore clothes just to wear clothes. The main thing was that they were comfortable and somewhat appropriate for the occasion.
It was only when new financial opportunities opened up (I had to get by on €200 a month while I was studying) that I started investing in fair fashion. As a vegan, I had also thought about other ethical issues outside of nutrition and felt it made sense to buy as much fair fashion and second hand as possible and to avoid fast fashion as much as possible.
Fair fashion wasn't really my thing either
Fair fashion didn't always suit my taste either. The styles were often very boring and meaningless, too eco-friendly or not extravagant enough for me. And as my topics changed from food to lifestyle and spirituality, my self-presentation on Instagram also increased. I had to think more often about my clothes because my content was somehow dependent on my good looks.
Little by little, I developed my own style - which I would now describe as close to nature, comfortable and elegant . Not an easy combination, as most of the clothes up to now only corresponded to one or at most two of these categories.
- Clothes that are close to nature are usually not particularly elegant, but look somehow eco-friendly or scream too much “hippie”.
- Comfortable clothes are usually anything but elegant.
- Elegant clothes are usually made of polyester or a synthetic fiber blend. I will explain in more detail why I avoid polyester and other “plastic” materials elsewhere. Feel free to follow us on Instagram .
High Sensitivity & Clothing
As a highly sensitive person, I am very sensitive to certain fibers or cuts. Tight pants or bras are pure torture for me, I sweat uncomfortably in polyester and certain fabrics often scratch me. I don't feel comfortable in winter anyway, because apart from being constantly cold, I feel completely constricted and uncomfortable in all the layers of clothing. Summer has always been my favorite season, also because I love airy dresses and generally find loose clothing much more comfortable.
But even finding nice summer clothes turned out to be a challenge. Plain eco-clothes and fashionable polyester clothes seemed to be my only choice.
The idea for ATYRA
I finally found the perfect clothes for me on my travels . Strolling through the shops in Bali or Thailand was a dream. All natural fabrics and beautiful cuts. This "festival resort style" was exactly the kind of clothing I would love to wear every day! Sexy and feminine, but at the same time comfortable and convenient. Clothes that empowered me and made my self-confidence shine.
The only problem was finding this type of clothing in Germany. I searched and searched and just couldn't find it. There were shops that shipped to Germany, but at a fairly high price or with additional customs fees that surprised me at my door. I once ordered a sustainable bikini and had to travel an hour by bus and train to a remote customs office in bad weather in an industrial area that was not at all public transport-friendly. Ordering clothes from outside of Europe: no fun.
Well, if there are no German shops with this clothing style, then I'll just start my own clothing brand and import clothes from Thailand, Bali, etc. I know what I like and what is important to me in my clothing and I'm certainly not the only one who celebrates this style. After all, on my travels it's always the tourists who go shopping in these boho shops.
Our vision
Shortly after my decision, which was more or less made for fun, one step followed another. I met a designer who helped me develop my own designs. I found manufacturers who were happy to make their designs available to me. This is how ATYRA was born with a vision:
Bringing airy, natural and at the same time feminine, elegant clothing to Germany. Without polyester, ethically produced.
Our values
When you wear our clothes for the first time, you will be immediately impressed. I am sure of it! We have taken great care to ensure that everything is consistent from A to Z. The fabrics, the production, the fair payment of the seamstresses, the elegant designs and finally our communication, packaging, love and passion.
We want to offer you “ high frequency clothing ”, i.e. clothing with good energy. Clothing that you can wear with a clear conscience. Clothing that simply feels good. That makes you feel confident. That feels natural and meets your sustainability requirements.
Of course, as a small company we are not 100% perfect but we do our best and I think you can feel that. We want to create a change in the fashion industry. To bring the focus back to the essentials - the fabrics and the feeling we feel when we wear them.
If you wear ATYRA styles, you won't be able to shop in fast fashion stores anymore. At least that's how I feel. I feel the difference to natural fabrics so starkly that there's no turning back for me. And I'm very happy about that! The clothes you wear every day affect your self-confidence and well-being. We want you to feel just as confident and good all around.
CONSCIOUS LUXURY STYLES too.
High-quality clothing that feels good on all levels. For people who live consciously.
