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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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

Regulärer Preis CHF 153.08
Verkaufspreis CHF 153.08 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 254.95
Verkaufspreis CHF 254.95 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 242.80
Verkaufspreis CHF 242.80 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 261.02
Verkaufspreis CHF 261.02 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 323.80
Verkaufspreis CHF 323.80 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 333.92
Verkaufspreis CHF 333.92 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 295.45
Verkaufspreis CHF 295.45 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 273.17
Verkaufspreis CHF 273.17 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 202.30
Verkaufspreis CHF 202.30 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 283.30
Verkaufspreis CHF 283.30 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 323.80
Verkaufspreis CHF 323.80 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 323.80
Verkaufspreis CHF 323.80 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 303.55
Verkaufspreis CHF 303.55 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 344.05
Verkaufspreis CHF 344.05 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 335.95
Verkaufspreis CHF 335.95 Regulärer Preis
Einzelpreis
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

Regulärer Preis CHF 242.80
Verkaufspreis CHF 242.80 Regulärer Preis
Einzelpreis
Crafted in cotton silk, this relaxed silhouette features Kimono sleeves and a dainty V-neck with...
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