The Power To Make Belonging the Standard
Jaya Iyer is the CEO and founder of Svaha.
By Jaya Iyer
When my daughter was about two years old, she told me she wanted to be an astronaut. I remember walking into the girls’ section of a store, expecting to find rockets or planets. Instead, I found slogans about being pretty like a princess. The boys’ section had fighter pilots and space themes, in general, showing them as strong and tough. The girls’ side had none of it.
It may seem small, but clothing sends messages about what is “normal” or “expected.” In that absence, I saw inequity. Instead of accepting it, I decided to build something different. That became the beginning of Svaha. I started creating apparel that reflected science, space, and technology in a joyful, expressive way for girls. I didn’t want my daughter, or any child, to feel that her interests were unusual or unfeminine.
Years later, watching her attend an all-girls NASA space camp and launch rockets was incredibly meaningful. It reminded me that what looks like a small intervention can build lasting confidence.
After years in academia and fashion, I understood how deeply gender stereotypes were embedded in retail systems. Girls’ clothing often limited their identity. Founding Svaha was my way of actively challenging that pattern. Within the company, we’ve built systems that reflect our values: organic cotton, responsible dye practices, fabric repurposing, and encouraging resale rather than endless consumption.
I used to think impact required confrontation. Now, I focus on clothing clearly for curiosity, intellect, and identity. Listening to our customers has reshaped how I define progress.
Fashion can be creative, but it can also be extractive. I design thoughtfully, stay transparent, build long-term relationships rooted in identity, and expand collaborations that tie fashion to education and impact. I may not change the entire industry overnight, but I can prove another model is possible.
Jaya Iyer is CEO, Founder of Svaha. https://www.facebook.com/svahausa ; https://www.instagram.com/svahausa/ ; http://linkedin.com/company/svaha-clothing-to-empower/ ;