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 experiences and a passion for sustainability, highlights how two individuals who turned their commitment to environmental stewardship into a trailblazing startup.
From Personal Experience to Business Concept
Yesha Patel’s journey toward sustainability started long before After. Reflecting on her values, Yesha explains, “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.” 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 her to take a practical, bootstrapping approach to business.
The concept for After emerged from a 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 landfills. This moment of clarity became the foundation for After. “When I reflected, I realised I had a keen focus on living sustainably, but I never thought of turning that into my career. At that point of wanting to do more, I started exploring and realising I need to learn more first, I didn’t have enough education,” Yesha recalls.
The Partnership: A Perfect Match
In 2021, Yesha started After with a clear mission, but it wasn’t until Nehal Jain joined her 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, Nehal’s passion for systems change and the circular economy aligned perfectly with Yesha’s vision. “It feels like it was meant to be,” says Yesha about their partnership.
Nehal’s drive to create purpose-driven businesses was a natural fit for After. “I’m passionate about systems change, circular economy, and building purpose-driven businesses,” Nehal says. Together, the two co-founders set out to empower Australians to reduce their environmental impact through textile recycling.
Building a Circular Economy
After’s mission is straightforward yet profound—make textile waste a central focus of their business model rather than an afterthought. They adopted a DIY approach to operations, ensuring that every decision aligned with their commitment to sustainability. “We do a lot of DIY because we’re keeping money and the environment in mind,” says Yesha, emphasising the lean, resourceful nature of their startup. Yesha also found inspiration in the Hindi word ‘jugaad,’ which means doing something quickly, efficiently, and resourcefully: “I think that really embodies me and a lot of South Asian founders I’ve met.”
Nehal, too, embraces this ethos. “I strive to live as sustainably as possible in my personal life. It is these values that led me to co-founding After and taking on the challenge of systematically changing the textiles industry.”
Making an Impact
Since its inception, After has made significant strides in addressing textile waste in Australia. The company has successfully diverted 15 tonnes of textile waste from landfills, demonstrating the effectiveness of their recycling service. Expanding their operations from Melbourne to Sydney and Auckland, After has broadened its impact across Australia and New Zealand. Building a community of over 3,000 passionate individuals, After has cultivated an online space where sustainability and textile recycling are at the forefront of conversations.
During their participation in the Press Play program in April 2024, After achieved a major milestone by running their biggest collections to date, with 106 customers booking in for textile recycling in just one collection round. “We’ve had our biggest collections run—having 106 customers book in a collection in April,” Yesha proudly notes. Additionally, the mentorship received through Press Play proved invaluable. “We got some strong guidance on our B2B leads from our coach that has solidified an approach going forward,” Yesha shares, highlighting how this support has been instrumental in their B2B growth. After has created over five jobs, providing valuable professional development opportunities for students and contributing to the growth of the sustainable fashion industry.
After has also garnered industry recognition, receiving multiple awards, including the Best Pitch Award and People’s Choice from the University of Melbourne. The startup has been featured in prominent publications like 9 News, Smart Company and Planet Ark Recycling, further establishing its reputation in the sustainable fashion sector.
By partnering with sustainable brands, After provides customers with exclusive discounts as a reward for recycling their textiles, which strengthens both their business model and environmental impact. “It’s not just our passion; it’s thrilling to see it evolve into a successful business,” say Yesha and Nehal.
Commitment to Sustainability and Zero Wastage
After’s commitment to zero wastage is reflected in its rigorous recycling protocols. By partnering with organisations like Textile Recyclers Australia, After develops innovative recycling and up-cycling solutions to ensure that no textile goes to waste. The company accepts a wide range of textiles, from clothing to upholstery, ensuring that nearly all types of textile waste can be processed. Operating with radical transparency, After allows customers to track the journey of their recycled textiles, ensuring accountability in their operations.
Looking Ahead
As After continues to grow, Yesha and Nehal remain laser-focused on their mission to combat textile waste and foster a circular economy.
Their innovative approach and dedication to sustainability have positioned them as thought leaders in Australia’s startup ecosystem, with a vision for creating a more sustainable future.
Through their work at After, Yesha Patel and Nehal Jain are not only solving a critical environmental issue but also inspiring others to rethink how they consume and dispose of textiles. Their journey is a compelling example of how personal experiences, combined with entrepreneurial spirit, can lead to meaningful change. As Yesha reflects, “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.”
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