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.

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

CHF 273.17

CHF 273.17

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

CHF 384.55

CHF 384.55

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

CHF 344.05

CHF 344.05

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

CHF 70.67

CHF 70.67

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

CHF 350.12

CHF 350.12

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

CHF 384.55

CHF 384.55

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

CHF 263.05

CHF 263.05

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

CHF 289.37

CHF 289.37

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

CHF 273.17

CHF 273.17

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

CHF 234.70

CHF 234.70 ~~CHF 3,487.05~~

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

CHF 193.59

CHF 193.59 ~~CHF 2,938.28~~

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

CHF 252.92

CHF 252.92

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

CHF 222.55

CHF 222.55

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

CHF 252.92

CHF 252.92

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

CHF 212.42

CHF 212.42

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

CHF 232.67

CHF 232.67

Textured brown corduroy trousers with a pleated front for a comfortable yet intentional silhouette. Detailed...

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