Ten Second Takeaway

Jodi is an apparel brand that is defined by its vibrant prints, conceptualised by Gauri Verma and Karuna Laungani. Working with 100% natural fabric, the designing is based purely on brilliant cuts and pretty hand-block prints.

Double Trouble

Gauri and Karuna met at Elle, and they felt the gaping hole in the market for cool and modern clothing that used Indian crafts. And Indian crafts being expensive didn’t really help. That led to JODI, which means ‘pair’; it points towards how both Gauri and Karuna have twin siblings, as well as a culmination of ideas between the two of them.

Looking through the JODI website, one feels all kinds of wonder at the vibrant colours and the unique prints {citrus and ink prints anyone?}. So, we dug a little deeper and came up with a whole mood-board worth of colours, inspirations, crafts and affordable apparel.

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A block of fancy-free

We think the prints are awesome, especially the cutesy shift dresses and long skirts, making for some really nice summer statement pieces. JODI designs all their prints themselves and use hand-block printing only for production. Their motifs and patterns are unlike the usual motifs {aka the ones used in Bagru and Dabu prints}.

Their aim is to give a new lease of life to Indian crafts and produce modern, global and cool clothing and accessories. And of course, to support local craftsmen through design.

Affordable attire

All of JODI’s clothing is below INR 5,499. They have a bunch of sales running, so make sure you check out their website for some fun deals. We especially recommend their bags, summery dresses and the denim pieces. Yes, the hand blocked denim is super versatile and biker jacket with floral print and jacquard patches is a perfect cover up for this jacket weather.

They deliver worldwide, so get cracking, guys!

Where: Shop here. 

Price: INR 999 to INR 5,499

Contact: Write to info@thejodilife.com

Check out their website here. Follow their Facebook page here.