Curator's Note: Why So Blue
Curator's Note: Why So Blue
Get ready to meet your new favorite go-to brand - Why So Blue. This feisty label is all about keeping it real while bringing you killer style that's as conscious as it is cool. Say goodbye to boring basics and hello to a burst of colors that's straight fire!We're totally crushing on Why So Blue for their commitment to ethical employment, zero waste production, and their use of soft, breathable fabrics sourced from across India. Founded by the dynamic mother-daughter duo, Jaya and Shweta, this brand brings a personal touch to every piece, ensuring that the conscious modern woman gets both style and substance.
Purpose drives everything at Why So Blue. They believe that customisation should be available to all, so each piece is designed to reflect the personality of the wearer. Whether it's size, style, or silhouette, every item can be completely tailored to suit your vibe. And with their tagline 'conscious, cotton, customisable', they embody their core ideology - each piece is crafted consciously with our people and the planet in mind, using comfortable cotton for everyday wear.
Let's talk about the people behind the brand. Why So Blue started as a humble two-person operation in their living room, with Shweta doubling as the model and Jaya personally stitching the entire first collection herself. Fast forward six years, and they've grown into a tight-knit team of thirteen, all working together under one roof in Thane. With an equal ratio of men and women on their team, every piece is cut, stitched, detailed, and ironed by hand before being packed with love. And because each item is made to order, you can expect a personal touch that's as unique as you are.
But it's not just about people - it's about the planet too. Why So Blue is committed to zero waste production, meaning they're on a mission to reduce fabric wastage that often ends up in landfills. They source their fabrics directly from manufacturers across the country, empowering artisans in the process. And to minimise excess stock build-up, every outfit is exclusively made to order. Plus, they're all about repurposing - leftover fabric scraps are transformed into everything from masks to headbands to patchwork bags. From cutting to finishing touches, every step is carefully overseen at their studio to ensure minimal waste and responsible production practices.
So if you're ready to add some serious style to your wardrobe without compromising on your values, Why So Blue, available on Canvas & Weaves, is here to make it happen. Shop now and browse their collection for some seriously cool threads that are as woke as they are wearable. Whether you're in Singapore or anywhere else in the world, we have got you covered with global shipping. Show some love to your wardrobe and embrace conscious fashion with Why So Blue!