Yesha Patel and Nehal Jain, the co-founders of After, embarked on a shared mission to combat textile waste and promote a circular economy in Australia. Their story, built on personal experience and a passion for sustainability, shows how two people turned a commitment to environmental stewardship into a trailblazing startup.
From personal experience to business concept
Yesha’s journey toward sustainability started long before After.
I’ve tried to live as sustainably as I possibly can. I wouldn’t say I’m extreme, there’s a long way for me to go, but I’m still trying to do whatever I learn from the people around me.Yesha Patel, Co-founder of After
With a Master’s degree in Entrepreneurship from the University of Melbourne, her education and family background — particularly the resourcefulness of her migrant parents — inspired a practical, bootstrapping approach to business.
The concept for After emerged from personal frustration with overconsumption and the lack of convenient, eco-friendly options for textile disposal. Struggling to find sustainable ways to deal with unwearable clothes, Yesha realised the scale of textile waste ending up in landfill. That moment of clarity became the foundation for the company.
The partnership: a perfect match
Yesha started After in 2021 with a clear mission, but it wasn’t until Nehal Jain joined that the company truly took shape. Nehal, a systems thinker with a background in software engineering and product management, brought a new dimension to the business. Born in India and having lived in multiple countries, her passion for systems change and the circular economy aligned perfectly with Yesha’s vision.
I’m passionate about systems change, circular economy, and building purpose-driven businesses.Nehal Jain, Co-founder of After
Building a circular economy
After’s mission is straightforward yet profound — make textile waste a central focus of the business model rather than an afterthought. They adopted a DIY approach to operations, keeping both money and the environment in mind with every decision. Yesha also finds inspiration in the Hindi word jugaad, meaning doing something quickly, efficiently and resourcefully — something she feels embodies her and many South Asian founders she has met.
Making an impact
During their participation in the Press Play program in April 2024, After hit a major milestone by running their biggest collections to date, with 106 customers booking in for textile recycling in a single collection round. The mentorship proved equally valuable.
We got some strong guidance on our B2B leads from our coach that has solidified an approach going forward.Yesha Patel
After has created over five jobs, providing professional development opportunities for students and contributing to the growth of the sustainable fashion industry. The startup has also earned industry recognition, including the Best Pitch Award and People’s Choice from the University of Melbourne, and has been featured in 9 News, Smart Company and Planet Ark Recycling.
By partnering with sustainable brands, After offers customers exclusive discounts as a reward for recycling their textiles — strengthening both the business model and the environmental impact.
Commitment to zero wastage
After’s commitment to zero wastage is reflected in rigorous recycling protocols. By partnering with organisations such as Textile Recyclers Australia, the company develops recycling and up-cycling solutions so that no textile goes to waste. It accepts a wide range of materials, from clothing to upholstery, and operates with radical transparency — customers can track the journey of their recycled textiles.
Looking ahead
As After continues to grow, Yesha and Nehal remain focused on their mission to combat textile waste and foster a circular economy. Their approach has positioned them as thought leaders in Australia’s startup ecosystem.
We were all in the same boat, and we were learning from each other’s challenges and wins. Being open to learning and educating yourself is really important to be a good founder.Yesha Patel
Your story could be next.
Applications are open now — 25 scholarships at 95% off, plus $5,000 in founder prizes.
Apply now