What began as a conversation between friends has quickly evolved into one of London fashion’s most recognizable emerging labels. Founded in 2023 by Izadora Hodges, Arodazi has carved out a distinct identity through fluid tailoring, intentional production and silhouettes designed to make women feel powerful without sacrificing comfort.
If the name already sounds familiar, chances are you’ve seen the brand’s now-signature Oshi jacket or trousers during fashion week season—worn across London by the kind of insiders who gravitate toward understated statement pieces.
For Hodges, though, the brand began with something much more personal.
The name itself is simply her own spelled backwards. After cycling through countless possibilities, Arodazi felt the most natural much like the label’s approach to design overall.
The original concept emerged while Hodges was sitting in a coffee shop in Vietnam. Inspired by both her travels through India and Vietnam and her part-time upbringing across Asia, she wanted to create clothing that felt cool, comfortable and confident—especially in environments where dressing for the heat also meant dressing with a degree of modesty.
That thinking ultimately led to the development of the Oshi jacket, followed later by the buttoned version now synonymous with the brand. The goal was never just aesthetics; it was about creating garments that felt flattering while allowing the wearer to feel entirely at ease.
A deep appreciation for textiles, color and silhouette drawn from the women she grew up around continues to shape the brand’s visual language. Rather than chasing trends, Hodges focuses on emotional dressing: pieces that communicate femininity through construction and texture rather than excess.
Sustainability also sits at the center of Arodazi’s production model, though not in the polished, over-marketed way often associated with conscious fashion. The label produces extremely limited runs to avoid leftover inventory and fabric waste, carefully ordering only the exact quantities required. Manufacturing and sourcing are handled through family-run businesses, prioritizing people over large-scale production systems.
That intentionality extends into Hodges’ creative process, too. She avoids overconsumption of fashion imagery and comparisons with competing brands, preferring to protect the originality of her ideas rather than unconsciously molding them to fit industry expectations.
As Arodazi prepares to launch its upcoming Summer collection, the next phase of the brand includes a seasonal pop-up featuring workshops, talks and community events an extension of the intimate world Hodges has built around the label.
For now, the goal remains simple: create pieces that feel authentic, empowering and deeply personal.
And judging by London fashion’s growing obsession with Arodazi, that approach is clearly resonating.