Climbing’s meteoric rise in popularity has been nearly impossible to miss. In less than a decade, indoor climbing has seen an 122 percent increase in growth—in 2014, there were 353 climbing gyms in the U.S., compared with a staggering 785 gyms by the end of 2023. As interest in and access to climbing as increased, so too has the diversity of its participants, and the number of climbing apparel and GORP lifestyle brands pulling from the sport’s rich history for inspiration (Ostrya, Earth Studies, Wondery Outdoors, etc). One of the newest to land on the scene is Atas Awan, a burgeoning apparel brand making a modest selection of tops, bottoms, and bags based in Melbourne, Australia and active in Toronto, Canada.
Atas Awan, which translates to “above the clouds”, was founded in 2023 by three women co-founders—Faustina Setiawan, Marie Chalhoub, Grace Wei—after the former began climbing and spending more time outdoors.
“I felt so strongly about sharing the joys I found through the outdoors and climbing with the world, and being a fashion stylist, clothing was my form of expression,” shares Setiawan “I felt like climbing was finally starting to gain mass traction, but the clothing options you would find were always hyper-technical, traditional and lacked a modern fit—particularly for women. But that meant that I had the space to experiment and carve a space in this niche. This intersection between fashion, the outdoors and climbing was what sparked the start of Atas Awan, our clothing brand inspired by climb culture.”
The inspiration behind the brand wasn’t just the confluence of form and function; it was also the sense of community that pervades climbing. The heart of the community is heart, and for the founders of Atas Awan, the sense of belonging and inclusion had a major impact on their designs and apparel.
Like many niche outdoor sports (and quite a few mainstream endeavors) there’s a gap between what’s designed and available for women, and what women actually want. While the apparel is styled on a range of genders, the design process saw Chalhoub specifically listening to the stories of women not being able to find the right fit, aiming to solve this all too common problem. “We heard many stories of women shopping in the men's sections to find their desired fit,” she tells Field Mag. “We wanted to create pieces that work both for climbing and everyday activities, so our customers don't have to wear our clothes for specific activities only.”
The beauty of Atas Awan, besides its design, is the idea that anyone can wear the apparel. “We are rooted in bringing climbing culture to the mainstream—both climbers and non-climbers are part of our community,” continues Chalhoub. Atas Awan’s inclusivity stretches beyond including both climbers and non-climbers—the brand’s minimal, earth-toned apparel is also designed to be worn by anyone who takes a liking to the designs.
Published 06-25-2024
