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.

Handloom denim waistcoat by JODI featuring a stylish koti design with button closure and classic blue denim fabric.

Handloom denim waistcoat by JODI featuring a stylish koti design with button closure and classic blue denim fabric.

Handloom denim koti waistcoat

CHF 273.17

CHF 273.17

This deep indigo piece features a rounded neckline with paisley embroidery and French knot detailing....

JODI Chokadi bralette top in soft fabric, featuring a stylish cut and comfortable fit, shown on a neutral background.

JODI Chokadi bralette top in soft fabric, featuring a stylish cut and comfortable fit, shown on a neutral background.

Chokadi bralette top

CHF 141.55

CHF 141.55

A vibrant top in cotton checks, featuring a deep V-neckline framed by intricate blanket stitching....

JODI Doriya dress displayed on a hanger, featuring intricate embroidery and colorful fabric perfect for traditional or festive occasions.

JODI Doriya dress displayed on a hanger, featuring intricate embroidery and colorful fabric perfect for traditional or festive occasions.

Doriya dress

CHF 313.67

CHF 313.67

A hand block printed cotton striped midi dress with a sculptural shape and deep U-shaped...

JODI Choras pleated shirt with a stylish design, featuring pleats and a classic fit, displayed on a hanger.

JODI Choras pleated shirt with a stylish design, featuring pleats and a classic fit, displayed on a hanger.

Choras pleated shirt

CHF 202.30

CHF 202.30

A relaxed, block-printed shirt highlighted with hand embroidered blanket stitching and delicate ladder lace, finished...

JODI Chokadi lungi skirt with vibrant traditional patterns, wrapped fabric design, and colorful border for ethnic style.

JODI Chokadi lungi skirt with vibrant traditional patterns, wrapped fabric design, and colorful border for ethnic style.

Chokadi lungi skirt

CHF 151.67

CHF 151.67

A vibrant, wrap-style skirt in cotton checks, inspired by the effortless drape of a traditional...

JODI Jaal sadra top, stylish women's tops featuring intricate design and comfortable fabric, shown in a close-up image.

JODI Jaal sadra top, stylish women's tops featuring intricate design and comfortable fabric, shown in a close-up image.

Jaal sadra top

CHF 151.67

CHF 151.67

Crafted from ultra-fine muslin, the Jaal Sadra top is defined by its intricate Jaal (grid)...

JODI Choras day dress in lightweight fabric with floral pattern, featuring a relaxed fit and short sleeves.

JODI Choras day dress in lightweight fabric with floral pattern, featuring a relaxed fit and short sleeves.

Choras day dress

CHF 252.92

CHF 252.92

A block-printed sleeveless midi with a structured yet relaxed silhouette. The tonal brown collar features...

JODI Doriya blouse shirt with intricate embroidery, featuring a stylish design and lightweight fabric for a fashionable look.

JODI Doriya blouse shirt with intricate embroidery, featuring a stylish design and lightweight fabric for a fashionable look.

Doriya blouse

CHF 222.55

CHF 222.55

Made from hand block printed cotton featuring steady stripes, this blouse is defined by a...

JODI Koyal dress showing a stylish, flowy dress with intricate detailing and vibrant colors, perfect for special occasions.

JODI Koyal dress showing a stylish, flowy dress with intricate detailing and vibrant colors, perfect for special occasions.

Koyal dress

CHF 179.85

CHF 179.85

A midi dress combining vertical maroon stripes with a playful floral hem, puffed sleeves and...

Morni handloom wrap dress by JODI, featuring traditional patterns and a flattering fit, shown on a model.

Morni handloom wrap dress by JODI, featuring traditional patterns and a flattering fit, shown on a model.

Morni handloom wrap dress

CHF 209.85

CHF 209.85

A sophisticated midi dress in handwoven Kala Cotton with wrap V-neckline, puff sleeves, contrast stitching...

JODI Jugnu handloom bib waistcoat with traditional woven design, displayed on a hanger showing intricate fabric details.

JODI Jugnu handloom bib waistcoat with traditional woven design, displayed on a hanger showing intricate fabric details.

Jugnu handloom bib

CHF 149.85

CHF 149.85

A black sleeveless bib in handwoven cotton with intricate white folk-inspired embroidery and adjustable tie-up...

Reversible Kuhu handloom jacket by JODI, showcasing intricate traditional fabric and stylish design on both sides.

Reversible Kuhu handloom jacket by JODI, showcasing intricate traditional fabric and stylish design on both sides.

Kuhu handloom reversible jacket

CHF 239.85

CHF 239.85

A relaxed-fit fully reversible men's jacket with maroon appliqué side and bold yellow-maroon handwoven stripe...

JODI Pihu handloom shirt with intricate woven patterns, showcasing traditional craftsmanship and comfortable fit.

JODI Pihu handloom shirt with intricate woven patterns, showcasing traditional craftsmanship and comfortable fit.

Pihu handloom shirt

CHF 127.35

CHF 127.35

A relaxed oversized button-down shirt in olive green stripe hand-block print with a large bright...

JODI Koyal kurta dress with intricate embroidery and vibrant colors, displayed on a hanger.

JODI Koyal kurta dress with intricate embroidery and vibrant colors, displayed on a hanger.

Koyal kurta

CHF 127.35

CHF 127.35

A relaxed longline tunic or open jacket in maroon and grey stripe hand-block print with...

JODI Koyal shirt showing a stylish, casual shirt with a collar and button-down front in vibrant fabric.

JODI Koyal shirt showing a stylish, casual shirt with a collar and button-down front in vibrant fabric.

Koyal shirt

CHF 127.35

CHF 127.35

A relaxed oversized button-down shirt in maroon and grey vertical stripe hand-block print with floral...

JODI Lali dress in a stylish design, featuring a flattering fit and vibrant color, perfect for casual or semi-formal occasions.

JODI Lali dress in a stylish design, featuring a flattering fit and vibrant color, perfect for casual or semi-formal occasions.

Lali dress

CHF 187.35

CHF 187.35

A sleeveless midi dress in lively pink hand-block print with fitted bodice, boat neckline, pleated...

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