FILE 001: WHAT IS THIS PLACE?

Welcome to a fashion house that prints moods instead of logos.

We don’t “launch products.” We drop feelings.
From irony-soaked T-shirts to dopamine dresses and scroll-core fits — The Edi Archive is a vault of chaos-coded collectibles, not a catalog.

Nothing here is normal.
Nothing is mass-produced.
Everything is printed with emotional damage and just a little bit of hope.

FILE 002: THE NAME'S “EDI” — NOT “EDDIE”

Pronounced like A as in Apple, Di as in Diwali. In Sanskrit, Edi means healing.

And weirdly enough, fashion that actually feels like you? That’s healing too.

We’re a homegrown label from India, stitched together by a one-woman chaos engine + a very opinionated mascot blob (we’ll get to that).

FILE 003: WHO STARTED THIS?

Gaana Bhat. Actress. Engineer. Idea-hoarder.
Started this whole thing in Mangalore because she wanted T-shirts that spoke fluent sarcasm and skirts that felt like soft-launching your personality.

She still picks the colors. She still cries over print placement.

This is Boop. Our Chief Chaos Officer.

FILE 004: WHO THE HELL IS BOOP?

Boop is our brand mascot.
Species: unknown
Gender: no thanks
Purpose: chaotic neutral vibes

They show up in your package, on your tags, inside your mirror (just kidding... unless?)

Boop is the archive's emotional compass. And yes, Boop judges your outfit silently.

FILE 005: HOW THE ARCHIVE WORKS

We don’t do boring basics. We don’t do seasons. We do drops.

Think of each collection like a secret vault:

• Loudmouths — unhinged prints
• The Soft Launch — romance-core with trust issues
• Boop Squad — collabs you weren’t ready for
• CTRL+ME — main character sarcasm fits
• Edi Mini — for your tiny chaos spawn

Every piece is made-to-order. Nothing sits in warehouses. Nothing goes to waste.
You tap it, we make it. Simple.

FILE 006: WHY SHOULD YOU CARE?

Because clothes should feel like a moodboard you accidentally wore in public.
Because we don’t sell outfits — we sell alter egos.
Because Boop said so.

And because if you're gonna spend money, might as well do it in a place that makes you feel something.