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.

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JODI Sherbet panel dress, stylish women's dress with colorful panels, displayed on a model in a fashion lookbook image.
JODI Sherbet panel dress, stylish women's dress with colorful panels, displayed on a model in a fashion lookbook image.

Sherbet panel dress

Regular price CHF 245.85
Sale price CHF 245.85 Regular price CHF 273.17
Unit price
A panelled midi dress crafted in cotton with contrast white piping, elevated by floral applique...
JODI Dhoop peasant dress with flowy fabric, intricate embroidery, and relaxed fit, featuring vibrant colors and bohemian style.
JODI Dhoop peasant dress with flowy fabric, intricate embroidery, and relaxed fit, featuring vibrant colors and bohemian style.

Dhoop peasant dress

Regular price CHF 346.10
Sale price CHF 346.10 Regular price CHF 384.55
Unit price
Crafted from lightweight chanderi fabric, this silhouette features a sheer peasant sleeve dress over a...
JODI Chataai peasant dress showing flowy fabric, bohemian style, and relaxed fit with floral patterns and earthy tones.
JODI Chataai peasant dress showing flowy fabric, bohemian style, and relaxed fit with floral patterns and earthy tones.

Chataai peasant dress

Regular price CHF 309.65
Sale price CHF 309.65 Regular price CHF 344.05
Unit price
A relaxed silhouette featuring a V-neckline and raglan peasant sleeves. The design is detailed with...
JODI banana beaded charm accessory with colorful beads, ideal for decorating bags or jewelry, on a plain background.

Banana beaded charm

Regular price CHF 63.60
Sale price CHF 63.60 Regular price CHF 70.67
Unit price
Handcrafted from vibrant beaded threads in summer yellow, this whimsical banana charm is perfect for...
Aamras handloom peasant dress by JODI featuring intricate embroidery and traditional design, styled with a flowing silhouette.
Aamras handloom peasant dress by JODI featuring intricate embroidery and traditional design, styled with a flowing silhouette.

Aamras handloom peasant dress

Regular price CHF 315.11
Sale price CHF 315.11 Regular price CHF 350.12
Unit price
This easy summer dress features a V-neckline, raglan peasant sleeves with contrast piping along the...
JODI Kulfi peasant dress with flowy fabric, intricate embroidery, and bohemian style, perfect for casual or summer wear.
JODI Kulfi peasant dress with flowy fabric, intricate embroidery, and bohemian style, perfect for casual or summer wear.

Kulfi peasant dress

Regular price CHF 346.10
Sale price CHF 346.10 Regular price CHF 384.55
Unit price
A silhouette crafted from sheer chanderi fabric with a delicate pink check slip dress layered...
JODI Panna dress displayed on a model, featuring a flowing design and elegant fabric, perfect for casual or semi-formal wear.
JODI Panna dress displayed on a model, featuring a flowing design and elegant fabric, perfect for casual or semi-formal wear.

Panna dress

Regular price CHF 236.75
Sale price CHF 236.75 Regular price CHF 263.05
Unit price
Crafted from hand-block printed cotton with intricate kantha stitching, this structured dress features an open...
JODI Gulkand day dress, lightweight and stylish dress with floral print, perfect for casual wear, shown on a hanger.
JODI Gulkand day dress, lightweight and stylish dress with floral print, perfect for casual wear, shown on a hanger.

Gulkand day dress

Regular price CHF 260.43
Sale price CHF 260.43 Regular price CHF 289.37
Unit price
This silhouette is crafted from handblock printed cotton fabric. It features a boat neckline and...
JODI Aamras handloom dress showcasing vibrant patterns and traditional fabric, ideal for casual and festive wear.
JODI Aamras handloom dress showcasing vibrant patterns and traditional fabric, ideal for casual and festive wear.

Aamras handloom day dress

Regular price CHF 245.85
Sale price CHF 245.85 Regular price CHF 273.17
Unit price
Crafted from hand-dyed, block-printed cotton, this sleeveless square-neck dress features a structured gather at the...
Colorful Kulfi skirt from THE JODI LIFE featuring traditional embroidery and vibrant fabric, styled as a fashionable women's skirt.
Colorful Kulfi skirt from THE JODI LIFE featuring traditional embroidery and vibrant fabric, styled as a fashionable women's skirt.

Kulfi skirt

Regular price CHF 211.23
Sale price CHF 211.23 Regular price CHF 3,487.05
Unit price
Crafted from sheer floral printed hand block chanderi, this graceful piece combines a structured waist...
THE JODI LIFE Kulfi corset top, stylish sleeveless top with fitted design, ideal for trendy casual or party wear.
THE JODI LIFE Kulfi corset top, stylish sleeveless top with fitted design, ideal for trendy casual or party wear.

Kulfi corset top

Regular price CHF 174.23
Sale price CHF 174.23 Regular price CHF 2,938.28
Unit price
A structured yet ethereal corset top, crafted from sheer floral printed hand block chanderi. Designed...
JODI Dhoop pleated top, stylish women's blouse with pleated design, lightweight fabric, and elegant fit, displayed on a mannequin.
JODI Dhoop pleated top, stylish women's blouse with pleated design, lightweight fabric, and elegant fit, displayed on a mannequin.

Dhoop pleated top

Regular price CHF 227.63
Sale price CHF 227.63 Regular price CHF 252.92
Unit price
Crafted from block-printed chanderi fabric, this top features a pleated bodice accented with mini embroidered...
JODI Batwa wrist bag made of durable material with adjustable strap and compact design, perfect for carrying essentials.

Batwa wrist bag

Regular price CHF 200.30
Sale price CHF 200.30 Regular price CHF 222.55
Unit price
A soft, quilted keepsake made from hand-loomed mul fabric with bold hand-done rose appliqué. Finished...
JODI handloom denim pleated trousers with a relaxed fit, showcasing the textured fabric and classic pleats in a natural pose.
JODI handloom denim pleated trousers with a relaxed fit, showcasing the textured fabric and classic pleats in a natural pose.

Handloom denim pleated trousers

Regular price CHF 227.63
Sale price CHF 227.63 Regular price CHF 252.92
Unit price
Relaxed and rhythmic, these indigo denim trousers feature a pleated front for easy movement and...
JODI Doriya pleated skirt in soft fabric with a flowy, stylish design, shown in a natural standing pose.
JODI Doriya pleated skirt in soft fabric with a flowy, stylish design, shown in a natural standing pose.

Doriya pleated skirt

Regular price CHF 191.18
Sale price CHF 191.18 Regular price CHF 212.42
Unit price
A hand block printed cotton skirt with steady stripes and a pleated silhouette, finished with...
JODI Bhuro pleated trousers in lightweight fabric with a relaxed fit and pleated front, styled with a neutral top.
JODI Bhuro pleated trousers in lightweight fabric with a relaxed fit and pleated front, styled with a neutral top.

Bhuro pleated trousers

Regular price CHF 209.40
Sale price CHF 209.40 Regular price CHF 232.67
Unit price
Textured brown corduroy trousers with a pleated front for a comfortable yet intentional silhouette. Detailed...
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