In a recent VoyageLA feature, readers were introduced to Amrita Thadani, the visionary founder of Neococo, an ethical Los Angeles–based apparel brand built on creativity, compassion, and community. Her story is one of heritage, artistry, and a profound commitment to empowering women refugees through meaningful work.
Growing up in India, Thadani was surrounded by the beauty of hand embroidery. She learned the craft from her mother, whose saris showcased intricate needlework—a daily reminder of the power and emotion woven into textiles. This early connection to embroidery, paired with Thadani’s years working in costume design for films and commercials, gave her the opportunity to collaborate with master artisans across South Asia. These experiences shaped her deep appreciation for handcrafted art.
After earning her degree from Parsons School of Design in New York, Thadani continued her career in Los Angeles as a stylist. On weekends, she volunteered in refugee resettlement programs, connecting with women who had fled war-torn countries and were struggling to rebuild their lives. Many were between 45 and 65 years old, caring for children and grandchildren, relying on food stamps, and facing an uncertain future.
Their stories moved her. Their resilience inspired her. And their shared cultural connection to embroidery sparked an idea.
Thadani used her entrepreneurial background to create training programs, design early samples, and share the artisans’ work with her community. The response was overwhelmingly positive—and Neococo was born.
Today, Neococo works with eight women, six of whom are full-time artisans. The brand’s mission extends far beyond employment: Neococo aims to help these women assimilate into society, achieve financial independence, and build confidence through community and creativity. Each embroidered T-shirt carries the story of its maker—her journey, her healing, and her voice.
The road to building Neococo has not been without challenges. Working with women who face language barriers, transportation limitations, and unfamiliarity with the U.S. workforce requires immense logistical coordination. But Thadani embraces this responsibility wholeheartedly, knowing that every solution contributes to a life changed.
As a mission-first company, Neococo reinvests 100% of its revenue into hiring and supporting more refugee women. The brand does not use charity messages or donations as marketing—its goal is long-term, sustainable impact. Awareness remains a hurdle, but platforms like Instagram, conscious retail pop-ups, and thoughtful collaborations have helped shine a light on Neococo’s work.
Neococo stands out not only for its purpose, but for its artistry. Every hand-embroidered piece is a symbol of freedom and resilience, re-energizing a timeless craft. The brand also hosts workshops in collaboration with schools and businesses, giving the Neococo artisans exposure to new industries and the chance to explore career paths beyond embroidery. Some save for English classes; others set aside funds for personal goals—like the woman who saved for three years to reunite with her children.
At its heart, Neococo is building a community of phoenixes—women rising from hardship and rediscovering their strength. The clothing becomes more than apparel; it becomes a messenger of hope, dignity, and empowerment.
When asked what drives her success, Thadani credits hard work and authenticity. As an immigrant herself, she believes that the success of a community is reflected in the success of the individuals within it. Through Neococo, she is proving that fashion can be both beautiful and profoundly transformative—one embroidered thread at a time.
