Ensures fair living wage for producers
Discloses the community being impacted
Reduces the environmental impact
Focusses on women producers
Created using handcrafted methods
Made out of responsible materials
Why So Blue is a small business started by mother-daughter duo Jaya and Shweta to make customizable clothing available to all. They use soft, breathable cotton sourced from various parts of the country and each piece is made to order in their studio.
Why So Blue was started with the idea of customization being made available to all. Each piece should reflect the personality of the wearer, hence size, style, or silhouette, each piece can be completely customized. The brand focuses on bringing sustainable fashion choices to the everyday lifestyle, following ethical employment and zero waste production. Their tagline ‘conscious, cotton, customizable’ embodies their core ideology – each piece is made consciously keeping in mind our people and the environment, each piece is made in comfortable cotton for everyday use and each piece is completely customizable.