Sustainability, Ethical Production & Giving Back

We know that the sustainability challenges in the fashion industry don’t have a quick fix, however we are moving to a 100% sustainable ecosystem, one step at a time. With each purchase, you choose the size of the carbon footprint you leave on the planet, and we want to help you choose wisely.



SoWhat is a design oriented brand that came into existence with the idea of elevating performance clothing, using downright delectable prints & tastefully curated palettes on ethically sourced premium quality fabrics.

Our executive & design team is based out of India, Dubai, USA, Italy & Spain. Our products are manufactured in USA, Europe, India, Mexico, Columbia & Taiwan. We retail online, exclusively.


We’re working on understanding sustainable development and how it will influence our production process, fabrics & accessories used, packaging, the buying choices of our consumers and the planet we all share.

For printing, we only use high-quality, water-based vegan inks that are toxin-free, non-hazardous & biodegradable and certified with an OEKO-TEX Eco Passport. We also use recycled polyester for some of our styles.


85% of the collective produce of the fashion industry, ends up in landfills, making it a major contributor to environmental damage. One out of five garments reaches a landfill without being worn even once.

We manufacture a clothing piece only when we receive an order, thereby significantly reducing the fabric waste in comparison to conventional manufacturing models.


We manufacture apparel that you can use, again and again and yet again. From durable fabrics & blends, fade resistant inks to the right wash & wear tests, our clothing pieces are crafted to stand the tests of time.

We want you to return to us because you like our product quality, the prints, the fit & the feel. :)


Garment manufacturing factories based in developing countries form the backbone of the majority of fast fashion brands & marketplaces. Cheap production rates often translate into inequitable rates for artisans, work shifts exceeding 12 hours, lack of healthcare & other basic facilities. Female artisans are further disadvantaged, courtesy gender-based wage gaps, lack of sanitation facilities, menstrual & maternity care.

5% of all our sales go towards supporting female artisans in South Asia - creating skill development, healthcare & educational facilities and identifying ethical job opportunities within the industry for them.