Fashion is more than just clothing; it is a powerful tool for expressing identity. In today’s world, where many people balance multiple cultures, the clothing they wear can reflect their personal journey and heritage. Julie Achettu, the CEO and Co-Founder of House of Jaya, has crafted a fashion brand that celebrates hybrid identity, blending South Asian textiles with contemporary silhouettes to offer designs that are both beautiful and purposeful. House of Jaya is not just a clothing brand; it’s a story of empowerment, representation, and dual identity.
From Classroom to Runway: Julie Achettu’s Passion for Cultural Identity
Julie Achettu’s journey into fashion began long before House of Jaya came to life. A former educator, Julie made history when she created the first Asian American Literature curriculum for Chicago Public Schools, a groundbreaking initiative that gave voice to a community previously left out of the curriculum. This work was centered around the idea of cultural visibility and confidence. It was through this lens of identity, representation, and the power of storytelling that House of Jaya was born.
Julie co-founded House of Jaya with marketing expert and entrepreneur Shveta Sahu, aiming to create a brand that would speak to those who live between two cultures—particularly the immigrant experience and the children of immigrants. Through their innovative designs, they’ve built a space where women can proudly wear their heritage while embracing modernity. This fusion of traditional South Asian textiles with modern designs is at the heart of House of Jaya, creating pieces that feel at home in both Western and South Asian cultures.
The Power of Upcycling: Fashion with a Legacy
One of the most unique aspects of House of Jaya’s designs is their commitment to upcycling heirloom sarees into contemporary garments. Each saree carries its own history—stories of generations past, of weddings, celebrations, and cultural significance. By transforming these heirloom pieces into modern silhouettes, House of Jaya breathes new life into textiles while preserving their cultural legacy. The result is fashion that feels timeless yet modern, allowing women to carry their history with them in a wearable form.
Julie and Shveta see this as more than just a sustainable practice. It is a way to honor the stories and memories embedded in the fabric. “A saree carries its own history,” Julie explains, “and when we upcycle it, those histories meet in a new way. The fabric stays rooted in tradition while the design becomes modern and wearable.” For House of Jaya, this is a celebration of heritage-an embodiment of the belief that identity is something to be carried forward with confidence.
Fashion for the Immigrant Diaspora
What makes House of Jaya different from many of its competitors is its focus on identity rather than trends. While many brands concentrate on wedding or party wear, House of Jaya creates everyday clothing that embraces both global style and cultural pride. The pieces are designed to be minimal and wearable, perfect for work, travel, brunch, or events. It’s clothing that blends into any part of a woman’s life while allowing her to express her heritage with pride.
This focus on the immigrant experience is central to House of Jaya’s mission. The brand is for the immigrant living in the diaspora, for the next generation of South Asians born and raised in America, and for those who are still developing their identity. The clothes are made for women who celebrate their hybrid identities and seek fashion that speaks to both sides of their heritage.
Julie’s own experience growing up in Chicago, along with her deep understanding of diverse cultural perspectivesgreatly influenced the brand’s direction. She understands the challenges that come with living between cultures, and House of Jaya is here to offer a way for women to embrace both sides of themselves. “Wear your heritage on your sleeve,” a line the brand has been using, emphasizing the brand’s commitment to empowering women to express their cultural identity with confidence and style.
Giving Back: House of Jaya’s Commitment to Social Change
Beyond fashion, House of Jaya is also deeply committed to giving back. A portion of their proceeds supports the Milaan Foundation, an organization that empowers young girls in rural India. Through this partnership, House of Jaya contributes to the Girl Icon Program, which provides education and resources to girls in communities where child marriage is still prevalent. By supporting this initiative, House of Jaya helps young girls lead transformative change in their communities and gain the tools to pass on to future generations.
“We believe in building a world where our stories are not just included but valued,” says Julie. And through their collaboration with the Milaan Foundation, they’re helping young girls tell their stories and claim their futures.
Sustainability: Fashion with a Conscious
In addition to their cultural focus, House of Jaya is committed to sustainability. The brand tackles the issue of textile waste by repurposing leftover fabric scraps to createfashion items like cuffs and patch jackets. Their approach to sustainability goes beyond just using eco-friendly materials—it’s about creating a timeless wardrobe that transcends seasons. By embracing the idea of seasonless fashion, House of Jaya encourages consumers to invest in pieces that are versatile and durable, helping combat the harmful effects of fast fashion.
In a world where many brands prioritize trends over substance, House of Jaya’s designs stand out for their focus on identity, sustainability, and social impact. Their mission is clear: to create fashion that reflects who we are, celebrates our heritage, and empowers women to express themselves with pride.
Join the Movement
As House of Jaya continues to grow, Julie and Shveta invite women everywhere to join them in celebrating hybrid identity and cultural pride. To learn more about their designs or to shop their collection, visitHouse of Jaya’s websiteor follow them on social media at @houseofjayalabel. You can also connect with the House of Jaya community on theirFacebook groupand explore their latest updates onTikTok.
