An Interview with: JOCO (Joshi Collective) Founder: Udayan Joshi
“Every business has a story—and every story adds to the fabric of Central Texas fashion. That’s why we’re excited to share the second feature in our Member Spotlight Series, where we sit down with incredible designers, stylists, and various entrepreneurs in our community. Consider this your front-row seat to the stories behind the scenes.”
For this feature we are honored to chat with CTFC Member Udayan Joshi.
We’re also proud to spotlight JOCO as the recipient of our Booth Scholarship for Future Front’s ‘Front Market’ which took place in early May this year. They hosted over 150 vendors for their biannual craft fair which has established a huge following in Austin bringing together local makers and designers. CTFC had the honor of selecting a single vendor in the Fashion category who received a complimentary booth. Congrats to Udy for his hard work, we are excited to watch his brand grow and see what he does next.
About Udayan:
Brand/Role: Udayan Joshi, founder of JOCO : www.wearjoco.com
Based in: “I’m based in Austin, Texas, a city I’ve called home for over 13 years. Austin has shaped my personality tremendously— the people, the culture, and the creative environment teach you a lot over time.”
How did you get your start?: “I’ve been wearing Rajasthani Mojris for over 15 years — they became a signature element of my personal style, something I wore with everything from denim to suits. In January 2024, I happened to be in Florence during Pitti Uomo. My partner at the time, (founder of Masala Threads, a fashion consulting company), got us access to the event. Walking into Pitti felt like the world had opened up — I saw craftsmanship, individuality, and style from every corner of the globe. I knew instantly that this was a world I wanted to belong to. The idea of creating my own reimagined Mojri — one that carries Indian sensibilities with global appeal and luxury craftsmanship — began there. While working on the shoe designs, I started with a small batch of shirts. Everything happened quickly after Pitti and I soon launched JOCO by June 2024. It has taken over a year since then to perfect the design, but that story deserves its own chapter.”
The Brand Story:
Inspiration: “Florence — and especially Pitti Uomo — was the spark. Having worn Mojris for nearly 15 years, I wanted to evolve the silhouette into something refined, very comfortable all day loafer with style, and universal: Italian lines meeting an Indian spirit. JOCO is inspired by my life of travel, the communities I’ve built around the world, and the desire to imagine an Indian classic for everyone.”
Mission/Vision: “Joco is a modern house of movement- born between India, Italy and the world. We craft shoes for those who live beautifully-people of taste, laughter and intent. Our products celebrate the joy of travel, friendship and effortless style- where Indian soul meets Italian precision with and Austin’s come-as-you-are culture; and fun is always the finishing touch.”
Ideal Customer: “JOCO is for anyone who appreciates well-made statement pieces that stand out in any setting. People who value craftsmanship, good leather, modern design, and personality in what they wear. It’s for travelers, explorers, and people who care about how things are made — and who see parts of their own storyreflected in the JOCO’s existence.”
Mojri shoe design: Granada by JOCO in Suede
Creative Process:
Approach: “Everything I design comes from things I personally wear — the JOCO aesthetic is an extension of my own style. The loafers blend Indian sensibilities with Italian construction and influences from Pitti Uomo. For prints, I look to places, people, and moments — a street in Florence, a flower in Rajasthan, colors from WestTexas or Hawaii. The upcoming Spring collection is a collaboration with an artist from Georgia, where we studied Italian and Indian sensibilities together to create prints that carry both worlds.”
What inspires your work? : “Travel, above all. Anyone who knows me knows I’m constantly on the move. I’m inspired by craftsmanship, conversations, people I meet, and collaboration opportunities. For apparel, I often draw from the colors of walls I see in different cities — future collections will be inspired by the palettes of Italy, India, New Orleans, Spain, and beyond. Austin’s creative energy and community also play a big role in shaping JOCO.”
Go-to tools, materials, resources?: “1) Adobe Lightroom — I love capturing candid scenes and environments on my iPhone and editing them in Lightroom. 2) Canva — it has become essential for bringing my ideas to life visually and translating my brand’s sensibilities into everyday content.”
JOCO Editorial Shoot 2026
Behind the Scenes:
A Day in the Life: “It’s usually a mix of planning for new collections, production calls with Italy and India, taking and editing photos, meeting people in Austin, and building JOCO one piece at a time. I move a lot — between coffee shops, co-working places & beyond . The brand grows at the same pace as my daily life.”
Facing & Overcoming Challenges: “Starting a new brand comes with endless challenges — sourcing responsibly, finding the right artisans, juggling creative and business decisions, and often being a one-person team. Production delays, working across time zones, language differences, constant coordination, and shipping samples back and forth have all tested me. Marketing the brand, the story behind the brand, getting the word out have all come with their challenges, some I am still working to overcome. But each challenge feels like part of the making of the brand I’m trying to build.”
Local Love:
What do you love about being part of the Central Texas fashion community/CTFC Community?:
“The CTFC team shows up. They support, connect, and make things happen. They’re always one text away —whether it’s a last-minute photoshoot, feedback on direction, or showing up for my events and promoting them.”
Favorite local inspo:
Justine’s Brasserie
Lamar foot bridge
Lolo
Figure 8, Strangelove ATX
Creative gatherings at friends’ houses, where music and good energy form naturally — the true spirit behind
the brand.
Learn more about JOCO by following along on Instagram at @wearjoco or visiting their website:https://www.wearjoco.com
We’re proud to spotlight the incredible talent shaping our region through fashion. Stay tuned for more stories like this in our Member Spotlight Series—brought to you by Central Texas Fashion Coalition, where community and creativity come together.