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 Jugnu handloom boxy fit shirt in vibrant fabric, featuring a relaxed fit with a collar and button-down front.
JODI Jugnu handloom boxy fit shirt in vibrant fabric, featuring a relaxed fit with a collar and button-down front.

Jugnu handloom boxy fit shirt

Regular price CHF 94.36
Sale price CHF 94.36 Regular price CHF 104.85
Unit price
A boxy black short-sleeved shirt with open collar and bold white hand embroidery of stylised...
Reversible Morni handloom jacket by JODI, featuring traditional woven patterns and vibrant colors, displayed on a hanger.
Reversible Morni handloom jacket by JODI, featuring traditional woven patterns and vibrant colors, displayed on a hanger.

Morni handloom reversible jacket

Regular price CHF 215.87
Sale price CHF 215.87 Regular price CHF 239.85
Unit price
A boxy reversible jacket in deep purple Kala Cotton with white floral hand embroidery and...
JODI relaxed fit shirt for women, soft fabric, casual style, in a light color, displayed on a hanger.
JODI relaxed fit shirt for women, soft fabric, casual style, in a light color, displayed on a hanger.

Koyal relaxed fit shirt

Regular price CHF 102.47
Sale price CHF 102.47 Regular price CHF 113.85
Unit price
A relaxed full-sleeved men's shirt in maroon and grey stripe hand-block print with bold white...
Kunj handloom dress by JODI featuring traditional woven fabric and elegant design, displayed on a hanger.
Kunj handloom dress by JODI featuring traditional woven fabric and elegant design, displayed on a hanger.

Kunj handloom dress

Regular price CHF 229.37
Sale price CHF 229.37 Regular price CHF 254.85
Unit price
A sleeveless midi dress with a white fitted bodice and pale blue handwoven stripe skirt,...
JODI Jugnu handloom jacket featuring traditional woven fabric with intricate patterns and a relaxed, stylish fit.
JODI Jugnu handloom jacket featuring traditional woven fabric with intricate patterns and a relaxed, stylish fit.

Jugnu handloom jacket

Regular price CHF 215.87
Sale price CHF 215.87 Regular price CHF 239.85
Unit price
A relaxed handwoven cotton jacket with white folk-inspired embroidery, button-down front and contrast stitch detailing....
JODI Kuhu handloom dress featuring traditional woven fabric in a stylish, colorful design, displayed on a hanger.
JODI Kuhu handloom dress featuring traditional woven fabric in a stylish, colorful design, displayed on a hanger.

Kuhu handloom dress

Regular price CHF 182.12
Sale price CHF 182.12 Regular price CHF 202.35
Unit price
A sleeveless maroon midi dress with square neckline, flowing skirt, contrast stitching, floral appliqués and...
JODI Lali relaxed fit shirt with soft fabric and casual design, shown in a neutral color, laid flat on a white background.
JODI Lali relaxed fit shirt with soft fabric and casual design, shown in a neutral color, laid flat on a white background.

Lali relaxed fit shirt

Regular price CHF 94.36
Sale price CHF 94.36 Regular price CHF 104.85
Unit price
A casual short-sleeved shirt in a cheerful pink vertical stripe hand-block print with yellow and...
Morni handloom dress by JODI, featuring vibrant traditional patterns and colorful fabric, styled in a modern dress design.
Morni handloom dress by JODI, featuring vibrant traditional patterns and colorful fabric, styled in a modern dress design.

Morni handloom dress

Regular price CHF 206.41
Sale price CHF 206.41 Regular price CHF 229.35
Unit price
A sleeveless maxi dress in deep purple Kala Cotton with a U neckline, fitted bodice,...
Morni handloom bib waistcoat by JODI featuring intricate traditional weaving and natural fabric, displayed on a neutral background.
Morni handloom bib waistcoat by JODI featuring intricate traditional weaving and natural fabric, displayed on a neutral background.

Morni handloom bib

Regular price CHF 134.87
Sale price CHF 134.87 Regular price CHF 149.85
Unit price
A vibrant cropped bib in handwoven Kala cotton with tie-up sides and striking white floral...
JODI Jugnu handloom dress featuring vibrant traditional woven fabric and intricate patterns, displayed on a hanger.
JODI Jugnu handloom dress featuring vibrant traditional woven fabric and intricate patterns, displayed on a hanger.

Jugnu handloom dress

Regular price CHF 182.12
Sale price CHF 182.12 Regular price CHF 202.35
Unit price
A sleeveless black midi dress in handwoven Kala cotton with white folk-inspired embroidery, side pockets...
JODI Pihu handloom shift dress in vibrant fabric with a relaxed fit and short sleeves, displayed on a hanger.
JODI Pihu handloom shift dress in vibrant fabric with a relaxed fit and short sleeves, displayed on a hanger.

Pihu handloom shift dress

Regular price CHF 134.87
Sale price CHF 134.87 Regular price CHF 149.85
Unit price
A comfortable A-line mini dress in olive green stripe with a deep V-neckline, dramatic bell...
JODI Unab day dress in lightweight fabric with a relaxed fit, featuring a floral pattern and short sleeves, perfect for casual wear.
JODI Unab day dress in lightweight fabric with a relaxed fit, featuring a floral pattern and short sleeves, perfect for casual wear.

Unab day dress

Regular price CHF 155.12
Sale price CHF 155.12 Regular price CHF 172.35
Unit price
A soft cotton midi dress in deep red with delicate appliquéd embroidery on each sleeve,...
Kuhu handloom reversible jacket by JODI, showcasing vibrant patterns and traditional craftsmanship, worn open to display both sides.
Kuhu handloom reversible jacket by JODI, showcasing vibrant patterns and traditional craftsmanship, worn open to display both sides.

Kuhu handloom reversible jacket

Regular price CHF 215.87
Sale price CHF 215.87 Regular price CHF 239.85
Unit price
A versatile reversible Kala Cotton jacket in rich maroon with yellow contrast piping and scalloped...
JODI Lali day dress in soft fabric, featuring a relaxed fit and stylish design, perfect for casual daytime wear.
JODI Lali day dress in soft fabric, featuring a relaxed fit and stylish design, perfect for casual daytime wear.

Lali day dress

Regular price CHF 161.87
Sale price CHF 161.87 Regular price CHF 179.85
Unit price
A cheerful, full-sleeved midi shirt dress in a vibrant hand-block print with contrasting pink striped...
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