As the world shifted into a period of social distancing and remote work, many of us found comfort in soft fabrics, simple silhouettes, and pieces that bring meaning into our everyday routines. While upgrading our WFH wardrobes, one powerful way to uplift communities—near and far—is by choosing socially conscious fashion. That’s where Neococo, the Los Angeles ethical label founded by stylist and designer Amrita Thadani, comes in.
Neococo is more than a clothing brand; it is a celebration of womanhood, resilience, and artistry. Founded three years ago and produced sustainably in Downtown Los Angeles, the brand creates embroidered and illustrated apparel that empowers both the wearer and the women artisans who craft each piece by hand. Every tee, pullover, and scarf becomes a canvas for storytelling—filled with emotion, heritage, and purpose.
The collection proudly features bold interpretations of the female form across Supima cotton tees, micro modal tops, cozy pullovers, and luxurious silk scarves. Neococo’s pieces have appeared in curated destinations like Forum on Melrose and the mindful retail space Galerie.LA at Row DTLA. Their lineup—priced between $54 and $99—includes standout designs such as the illustrated Paloma tee, the hand-embroidered Formation and Individuali tees, the cut-out Femini-tee, and the screen-printed and embroidered Femme tee. For cooler months, customers gravitate toward the inspirational Chin Up pullover and the expressive Faces sweatshirt. And perhaps most meaningful are the silk scarves, created in honor of women refugees—the heart of Neococo’s origin story.
The brand’s mission traces back to fall 2017, when founder Amrita Thadani sought to create employment and training opportunities for women overcoming profound challenges. “Seeking asylum and being in a safe country is not the end of all challenges,” she shared with UncoverLA. “Refugee families are constantly swimming against the current for years, even after seeking asylum.”
Thadani’s own journey is as rich and inspiring as the pieces she designs. Growing up in a boarding school in India, she began her creative path as a fashion stylist at Elle India, where she worked closely with master embroiderers and textile artisans. She went on to earn her fashion degree from Parsons School of Design in New York, interning at Edun, the sustainable label founded by Bono and Ali Hewson. After relocating to the West Coast, Thadani styled for major stars like Tracee Ellis Ross, Norah Jones, Paula Patton, and Kylie Jenner—honing a deep appreciation for craftsmanship, individuality, and visual storytelling.
It was during this time, as the Syrian refugee crisis dominated global headlines, that Thadani began volunteering with refugee resettlement organizations in Los Angeles. Week after week, she created safe spaces for women to gather, share their stories, and reconnect with their creative strengths. These collective experiences planted the seeds for Neococo.
“Their transition from war-torn countries to safety impacted them with years of no jobs, no education, and sometimes even spending years in neighboring countries under temporary asylum,” she explained. Many relied on food stamps and government aid, with their futures uncertain. Neococo emerged as a solution—a way to restore confidence, reintroduce creative work, and open doors to economic independence.
Today, Neococo continues to stand as an example of what fashion can be when rooted in humanity: a brand that generates beautiful clothing while uplifting the women who create it. Through design, craftsmanship, and conscious consumerism, Neococo invites shoppers to make a meaningful impact—one embroidered piece at a time.
