Why So Blue

Born in 2015 from grief , and from a mother who had spent 25 years making clothes by hand for her daughters , Why So Blue is one of India's most quietly joyful sustainable labels. Every piece is 100% cotton, every piece has pockets, and both are non-negotiable. Founded by Shweta and Jaya Shivkumar, featured on Shark Tank India Season 3, and built on the principle that clothing should serve women's lives rather than decorate them.

Orange Dawn skirt from Alternative with matching bralette, featuring a flowy fabric and casual beachwear style.

Orange Dawn skirt from Alternative with matching bralette, featuring a flowy fabric and casual beachwear style.

Dawn skirt

CHF 153.08

CHF 153.08

Designed in a comfort A-line fit, this skirt features an elasticated waistband with carefully set...

JODI panna panel dress featuring a flowing design with panna panels, perfect for stylish and elegant occasions.

JODI panna panel dress featuring a flowing design with panna panels, perfect for stylish and elegant occasions.

Panna panel dress

CHF 254.95

CHF 254.95

Crafted from hand-block printed cotton with intricate kantha stitching, this panelled dress features white cord...

JODI Thandai corduroy trousers in beige, slim-fit with side pockets, displayed on a hanger against a neutral background.

JODI Thandai corduroy trousers in beige, slim-fit with side pockets, displayed on a hanger against a neutral background.

Thandai corduroy trousers

CHF 242.80

CHF 242.80

A relaxed fit in handblock printed corduroy. These trousers feature a high-waist silhouette with a...

JODI Nimbu silk blazer, stylish jacket with a smooth texture, featuring a tailored fit and vibrant yellow color.

JODI Nimbu silk blazer, stylish jacket with a smooth texture, featuring a tailored fit and vibrant yellow color.

Nimbu silk blazer

CHF 261.02

CHF 261.02

Crafted in cotton silk, this structured sleeveless blazer features a double-breasted front and classic notched...

JODI Kulfi day dress featuring vibrant, patterned fabric with a relaxed fit and stylish neckline, perfect for casual wear.

JODI Kulfi day dress featuring vibrant, patterned fabric with a relaxed fit and stylish neckline, perfect for casual wear.

Kulfi day dress

CHF 323.80

CHF 323.80

Crafted from handblock printed floral chanderi, this dress features gentle gathers on the waist and...

JODI Dhoop day dress, lightweight bohemian-style dress with floral patterns and relaxed fit, suitable for casual wear.

JODI Dhoop day dress, lightweight bohemian-style dress with floral patterns and relaxed fit, suitable for casual wear.

Dhoop day dress

CHF 333.92

CHF 333.92

Crafted from block-printed Chanderi fabric with subtle floral boota motifs, this silhouette features a delicately...

JODI Gulkand dress, elegant women's dress with intricate detailing and soft fabric, worn for a stylish look.

JODI Gulkand dress, elegant women's dress with intricate detailing and soft fabric, worn for a stylish look.

Gulkand dress

CHF 295.45

CHF 295.45

This design is crafted from soft, hand-block printed fabric. It features a fit and flare...

JODI Thandai peasant dress with flowy fabric and intricate embroidery, displayed on a model in a relaxed outdoor setting.

JODI Thandai peasant dress with flowy fabric and intricate embroidery, displayed on a model in a relaxed outdoor setting.

Thandai peasant dress

CHF 273.17

CHF 273.17

A fluid silhouette in hand block printed fabric featuring a V-neckline and rust piping running...

JODI Sherbet shift dress in vibrant orange with short sleeves and a relaxed fit, perfect for casual or semi-formal occasions.

JODI Sherbet shift dress in vibrant orange with short sleeves and a relaxed fit, perfect for casual or semi-formal occasions.

Sherbet shift dress

CHF 202.30

CHF 202.30

A relaxed shift dress crafted in cotton, detailed with a scalloped yoke in delicate threadwork....

JODI Dhoop shirt featuring intricate patterns and a relaxed fit, displayed on a model in a stylish lookbook setting.

JODI Dhoop shirt featuring intricate patterns and a relaxed fit, displayed on a model in a stylish lookbook setting.

Dhoop shirt

CHF 283.30

CHF 283.30

Crafted from block-printed chanderi fabric, the silhouette features an easy collar neckline with a central...

JODI Aamras handloom dress featuring vibrant, intricate patterns and a comfortable flowy design, perfect for casual wear.

JODI Aamras handloom dress featuring vibrant, intricate patterns and a comfortable flowy design, perfect for casual wear.

Aamras handloom dress

CHF 323.80

CHF 323.80

This silhouette features a square neckline and panel detailing that makes it flared, distinguished by...

JODI Chataai day dress featuring a flowy, casual design with soft fabric and stylish details, perfect for everyday wear.

JODI Chataai day dress featuring a flowy, casual design with soft fabric and stylish details, perfect for everyday wear.

Chataai day dress

CHF 323.80

CHF 323.80

Crafted from cotton featuring soft pink and yellow checks, this silhouette is detailed with floral...

JODI Gulkand panel dress featuring intricate design, flowing fabric, and vibrant colors displayed on a model.

JODI Gulkand panel dress featuring intricate design, flowing fabric, and vibrant colors displayed on a model.

Gulkand panel dress

CHF 303.55

CHF 303.55

This sleeveless silhouette is crafted from handblock printed fabric featuring a square neckline flowing into...

JODI Dhoop dress displayed on a model with intricate embroidery and flowing fabric, showcasing elegant traditional dress design.

JODI Dhoop dress displayed on a model with intricate embroidery and flowing fabric, showcasing elegant traditional dress design.

Dhoop dress

CHF 344.05

CHF 344.05

Crafted from block-printed Chanderi fabric, this striped silhouette is a fit and flare featuring a...

JODI Kulfi dress showcasing vibrant, flowing fabric with intricate patterns and elegant design, perfect for stylish occasions.

JODI Kulfi dress showcasing vibrant, flowing fabric with intricate patterns and elegant design, perfect for stylish occasions.

Kulfi dress

CHF 335.95

CHF 335.95

Crafted from handblock printed floral chanderi, this dress has a deep V-neckline with soft bead...

JODI Nimbu silk day dress featuring a flowy silhouette and vibrant yellow color, perfect for casual or semi-formal occasions.

JODI Nimbu silk day dress featuring a flowy silhouette and vibrant yellow color, perfect for casual or semi-formal occasions.

Nimbu silk day dress

CHF 242.80

CHF 242.80

Crafted in cotton silk, this relaxed silhouette features Kimono sleeves and a dainty V-neck with...

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