Founded by Arunima Joshi in 2022, AJI is a Singaporean and Indian based fashion label. The initial inspiration behind early collections was to design modern Asian silhouettes for the everyday woman. Textiles were sourced from local fabric vendors in Bangalore and garments were stitched on a made-to-order basis. From this inspiration came collections such as Metamorphosis, The Language of Flowers and Shahee.

In 2024, AJI went through a rebranding where we kept our core values but focused on a niche. Continuing to keep sustainability and slow fashion at the forefront, AJI now focuses on handmade traditional Aipan embroidery on naturally dyed Khadi Cotton fabric. The journey of Aipan began in Almora, close to where Arunima's family originates from, in Uttarakhand, India. Having grown up with traditional Aipan artwork at home, Arunima is focused on preserving and uplifting the age-old craft.