How London-based Label Arodazi Became a Street Style Favorite
We spoke to founder Izadora Hodges to find out more.
Arodazi was founded by Izadora Hodges back in 2023, after a simple conversation with a friend led to a much bigger realization. Inspired by time spent on her travels in India and Vietnam, the brand was also the result of Hodges’ part-time upbringing in Asia and the women around her.
Since its launch, Arodazi has become a firm favorite amongst London’s fashion crowd, particularly during the fashion week season. If you’re not already familiar, one look at the Oshi jacket or pants will certainly jog your memory.
As the brand dropped its Spring collection and gears up for a Summer release, we spoke to Hodges to find out more about the story behind Arodazi, her best-selling Oshi designs and plans for the future.
Scroll through to read the full interview.
Tell us a bit about the decision to start Arodazi. What was the catalyst for you?
I was 19 and had no idea what I wanted to do with myself. I had studied fashion design in college, but it was over COVID, so I didn’t actually learn to sew there, but it absolutely opened the door. After a long stint in India post college, where, as a child, I visited often – for long periods at a time, I had reality hit me, I needed something to fill my purpose in this life. I was sitting outside my friend’s shop and I got into a conversation with him about his line of work. He and his family ran a small garment factory… I drew my first design, and Arodazi began.
Where does the name come from?
It’s my name backwards! I wrote down so many different possible names, but Arodazi made the most sense!
The Oshi Jacket and Trousers have quickly become one of your most recognizable designs. What can you tell us about the thought process behind these pieces?
I was sitting in a coffee shop in Vietnam, and I wanted to create something that I felt cool in whilst also staying comfortable, especially whilst I was in a hot but slightly conservative country. The button jacket came a bit later, as a follow-up to the original jacket design – the aim was to create a more covered yet flattering design, to ensure each wearer felt comfortable and powerful.
Where does your design inspiration typically come from?
A lot of my inspiration for my designs comes from my childhood. Having grown up part-time in Asia, I recognised how the women really showcased their femininity through the artistry of textiles, color and silhouette. I wanted to put this in my designs to enable other women to experience this first-hand.
Sustainability and responsible design seem central to Arodazi’s principles. Why is that important to you, and how do you ensure the brand is only making what it needs to make?
We make super small runs of our drops to ensure that we have absolutely nothing left over. Along with this, we minimize fabric wastage by ordering extremely specific amounts at a time. The only downside is that people end up waiting for a while to get what they want in stock, but that’s so much better than fabric going into landfill! We work with family-run businesses for our manufacturing and our fabric, so that we can support as many actual humans as possible, rather than big corporations.
In a world bombarded by fast fashion dupes, TikTok fashion trends and the same reference points, how do you block out the noise as an emerging designer and stay true to your taste and style?
I just stick to my little bubble, to be honest. I try not to scroll as much as possible or compare myself to any similar brands because I want to stay as authentic to my mind, vision and creativity as possible. I think if you flood your brain with too much information – good or bad – it can eventually skew your initial ideas to fit into a certain archetype.
What advice do you have for fashion lovers who want to move away from dupes and fast fashion trends and instead focus on developing their own personal style?
I would say do your research and really try to hone in on your true identity and personal style. Whether it be my mind, relationships or physical places… exploring is fundamental for me. I’d say go to an area you’ve not been before and just observe. One thing I like to do is write down the elements I like of each outfit that I see, and then I’ll try to find something similar on Vinted!
Finally, what’s next for you and Arodazi?
The next steps of Arodazi, well, first is to make more humans feel as powerful and confident as possible. We are in the midst of finishing our summer collection – along with planning a pop-up in the summer, with workshops, talks and all of that exciting stuff. I never really have a singular final goal with Arodazi; I just want to create what feels right and authentic to me and share it with our ever-growing community.
