WhySoBlue

We are a women-led, sustainable clothing brand for everyday comfort, founded by mother-daughter duo Jaya and Shweta. All our pieces are exclusively made to order, in an effort to reduce fabric wastage. We follow a Zero Waste Production system, using leftover fabric scraps to make pockets and detailings. We source breathable fabrics from different parts of the country, and each piece is handmade at our studio. Our brand started out as a small homegrown business in the living room, with a team of two. Today, our family has grown to 52, with equal women-to-men ratio, working together in our studio in Thane. Our products are available to shop online or at our newly opened store in Bandra, Mumbai.