WhySoBlue is a small, women-led business started by mother-daughter duo Jaya and Shweta. We focus on bringing elevated dresses and separates for the conscious modern woman, following ethical employment and zero waste production.
We use soft, breathable cottons sourced from various parts of the country. Our pieces are specifically made to order for each customer, a personal touch we maintain as a promise of environmentally-conscious production.
We have a happy, humble team of 25 that works together under one big roof. Our masters cut each piece by hand, and our karigars turn the fabrics into your gorgeous outfits. Our finishing team hand-stitches the buttons, hooks and embroiders the little details to complete the outfit.
The outfit is finished with a hot press before being packed
with love to be a part of your wardrobe!
WhySoBlue was started with the idea of customization being made available to all. Each piece should reflect the personality of the wearer, and that is what we strive to provide to our customers.
Our tagline ‘conscious, cotton, customizable’ embodies our core ideology – each piece is made consciously keeping in mind our people and the environment, each piece is made in comfortable cottons for everyday use and each piece is completely customizable.
All our pieces are made ethically. We ensure fair wages and comfortable working conditions for our masters, karigars and employees. We have an equal women-to-men ratio at our studio, including Heads of Departments, to promote gender equality and equal pay.
Zero Waste Production
We strictly follow Zero Waste Production in an effort to reduce fabric wastage that ends up in landfills. The fabrics we use are sourced directly from manufacturers over the country to empower artisans, ensuring they receive fair compensation for their products.
Our outfits are exclusively made to order for customers to avoid waste stock build-up. This helps us conserve fabric and make newer products using the same materials.
The leftover fabric scraps from production are separated by hand, with the larger pieces being saved up to make pockets, piping, cloth buttons and other detailing. The smaller pieces of fabrics are used to make masks, headbands, scrunchies, chokers, belts, patchwork bags, clutches, home and self-care.
Thus, the waste generated from making outfits is not thrown out, but instead reused to make smaller products.
WhySoBlue was started by Jaya and Shweta in 2015, as a small, two-person business in their living room. Jaya herself cut our entire first collection on the dining table, and stitched it on
her only Usha machine, while Shweta handled operations, marketing and backend. With the next collection, they employed one master and one karigar, with a curtain separating their living room into a workspace.
Since then, WhySoBlue has moved to 4 studios, growing each time, to our beautiful space today! Jaya now heads our Production and R&D Departments, while Shweta is in charge of Sourcing, Designing and Marketing. Armed with a laptop and engaged in animated
conversation with our team, you will always find them at the studio whipping up something new!