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.
Purpose
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.
People
WhySoBlue started as a small, two-person business in their living room, with Shweta as the model and Jaya personally stitching the entire first collection by herself. Over the next six years, they grew into a team of thirteen that works together under one big roof in Thane. With equal ratio of men and women in their team, each piece is cut, stitched, detailed and ironed by hand before being packed with love. All the pieces are specifically made to order for each customer, a personal touch the brand maintains as a promise of environmentally-conscious production.
Planet
The brand strictly follows Zero Waste Production in an effort to reduce fabric wastage that ends up in landfills. The fabrics are sourced directly from manufacturers over the country to empower artisans. The outfits are exclusively made to order to avoid excess stock build-up. The leftover fabric scraps from production are used to make masks, headbands, scrunchies, chokers, belts, patchwork bags, clutches, and soon expand into home and self-care. From cutting to finishing touches, each step is carefully overseen at their studio to ensure minimal waste and responsible production practices.
