In a world where cultures are constantly blending and evolving, House of Jaya is a beacon for those navigating multiple identities. Co-founded by Julie Achettu and Shveta Sahu, House of Jaya is a fashion brand that fuses traditional South Asian textiles with contemporary, minimalist designs. Their pieces celebrate heritage, empowerment, and the beauty of cultural fusion- while also making a significant impact on the world around them.
The Roots of House of Jaya: A Journey of Cultural Identity
Julie Achettu’s deep understanding of cultural identity and representation came long before she co-founded House of Jaya. As an educator, Julie created the first Asian American Literature core curriculum for Chicago Public Schools in 2014, an initiative that aimed to give Asian American voices and experiences the spotlight in classrooms where they had long been absent. It was this experience, and her passion for cultural storytelling that laid the foundation for the brand’s mission: to create fashion that reflects the complexity and beauty of living between cultures.
Julie’s co-founder, Shveta Sahu, brings her marketing and entrepreneurial expertise to the table, helping House of Jaya blend modern business practices with a deep sense of social responsibility. Together, they have created a brand that speaks to a new generation of women who want to wear their heritage with pride while embracing the contemporary world around them.
Fashion for the Hybrid Woman: Embracing Both Sides of Identity
What makes House of Jaya stand out in the fashion world is its ability to celebrate both heritage and modernity in equal measure. The brand offers designs that are both rooted in tradition and ideal for today’s fast-paced, global lifestyle. Their collections include clean silhouettes and wearable pieces that can be incorporated into any woman’s wardrobe, whether it’s for work, a casual brunch, or an evening out. House of Jaya’s clothing is for women who want to wear something that speaks to their unique, multi-faceted identity.
“House of Jaya is about representing more than one culture,” says Julie. “Some people blend their cultures easily, while others struggle for years to figure out how to merge their identities. We want to provide them with something that speaks to who they are right now-boldly and confidently.”
The designs aren’t just for South Asian women – they are made for anyone who appreciates the texture, colors, and beauty of South Asian textiles and who wants to celebrate and support cultural fusion through fashion. House of Jaya creates its own unique designs that feel fresh yet timeless while upcycling heirloom sarees a few times a year. The result is clothing that seamlessly blends global influences, making them perfect for women all over the world.
Upcycling Tradition: Giving Sarees a New Life and More
A hallmark of House of Jaya is its commitment to sustainability through both upcycled and consciously made fashion. The brand gives new life to customers’ cherished heirloom sarees, transforming these beloved fabrics into contemporary, wearable designs. However, House of Jaya doesn’t just upcycle, it also offers thoughtfully crafted, original pieces made from leftover fabric. These fabric scraps are repurposed into accessories like cuffs for shirts, showcasing the brand’s dedication to minimizing waste while maintaining a fresh, stylish look.
The brand’s unique approach merges heritage and sustainability. While they upcycle sarees a few times a year, House of Jaya continues to offer a range of original designs that reflect modern fashion sensibilities, ensuring there’s something for every style. Each upcycled piece carries a rich cultural history, yet is reimagined for today’s world, creating timeless, meaningful fashion that can be cherished for years. Julie and Shveta are passionate about this dual approach, as it embodies their belief that heritage should be celebrated in new, exciting ways while being mindful of environmental impact.
A Brand with Purpose: Empowering Women and Girls
House of Jaya is more than just a fashion label; it’s a brand with a mission to make a positive difference in the world. A portion of their proceeds goes to the Milaan Foundation, an organization dedicated to supporting girls’ education in rural India, where issues like child marriage still persist. Through the Girl Icon Program, House of Jaya helps provide educational opportunities and resources for young girls, empowering them to lead change in their communities.
“We believe in amplifying voices that often go unheard,” says Julie. “Through our partnership with the Milaan Foundation, we are investing in the future of young girls who are breaking down barriers and creating new opportunities for themselves and their communities.”
Sustainability and Conscious Fashion
Another key aspect of House of Jaya is their commitment to sustainability. With the fashion industry being one of the largest polluters globally, House of Jaya makes a conscious effort to minimize its environmental footprint. By repurposing leftover fabric scraps into accessories like cuffs and patch jackets, the brand not only reduces waste but also promotes the idea of seasonless fashion. The clothing is designed to be versatile, timeless, and built to last, offering an alternative to fast fashion and encouraging a more sustainable approach to wardrobe building.
Join the House of Jaya Movement
House of Jaya is more than just a clothing brand, it’s a movement for women who are proud of their heritage, confident in their identity, and determined to make a positive impact. Whether you’re celebrating your South Asian roots or simply drawn to the elegance and craftsmanship of the designs, House of Jaya invites you to wear your heritage on your sleeve.
To explore House of Jaya’s collections, learn more about their mission, or to shop their pieces, visit their website. You can also connect with the House of Jaya community on their Facebook group, Instagram and on TikTok.
