June 27, 2025people

Behind The Brand: Ration.L

One thing in fashion is for certain: a good sneaker never goes out of style. The ultimate in versatile design, a great pair of sneakers is a building block of a functional wardrobe. Someone who knows this is Kavita Basi, founder of gender-neutral sneaker brand Ration.L. Favouring natural materials, Basi has created a brand that values longevity and intentional design. But the way to getting there wasn't straightforward: after three decades of working in fashion, Basi faced a personal crisis that led her to the launch of the label.

By Sascha Camilli

At just 38 years old, having always been healthy, Basi collapsed with a seizure and found her whole world falling apart as she was diagnosed with sub-arachnoid brain haemorrhage. She spent two months in hospital and underwent four intense brain surgeries. Her long road to recovery included relearning basic skills that we all take for granted, including mobility. With the shift in her lifestyle, it was clear to Basi that she couldn't go back to fashion as it was. She turned her attention to creating a brand that would make a positive change in the industry. As a result, Ration.L was born. Basically now also works closely with charities built around helping those with neurological conditions as well as their family and friends.

One factor that's crucial to Basi is material selection and raising the bar for the industry when it comes to environmental impact. "We spend a lot of time on research to ensure that we are developing something that is needed in the marketplace and has a purpose and falls in line with our sustainable development goals, so we work alongside great partners to ensure we are using materials that will have lesser carbon footprint than what is currently out in the industry. we also ensure we get certifications on anything we use to ensure it has come through a good supply chain." Ration.L is a certified B Corp, representing its sky-high environmental and social standards – and Basi's dedication to positive production doesn't wane. "I have developed my own sustainable guide tool which I use to monitor our progress and improvement for every new product we bring on board."

After going through her ordeal, Basi makes it part of her mission to assist others on similar journeys. "Giving back is important to us as a brand – we plant a tree for every product sold and give 5% to the Brain & Spine Foundation charity." How does she view the development of the ethical sneaker market since her own beginnings in the industry? "I don't feel it has changed fast enough, although there has been a slight focus on sustainable fashion and sneakers. I feel that clothing has moved forward a lot quicker than sneakers – there are so many elements used to produce a sneaker, much more than clothing, so this is why it is more challenging. Also, it's difficult to create a positive change or movement in the market if retail prices are too high. We need affordable luxury – that's why I started the brand."

What does Basi's day-to-day look like? "Every day is a joy! Especially because I work with my family, every day is different – one day we could be rushing to place orders with our suppliers, doing interviews for podcasts and other days we dance and do TikToks. We travel together as a family to various places to research, source and develop, focusing on what really matters – our environment and our family."

By Sascha Camilli

About Sascha

Sascha Camilli is a vegan writer, speaker and activist. Her book Vegan Style is out now on Murdoch Books. For more about Sascha, you can read our interview with her or sign up to her newsletter Kind of Wild.

All images by Ration.L

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