We make things for moods that don't have names yet.

Picha makes things for feelings that don't always have names or maybe they do, but no one's said them out loud yet.
Clothes, accessories, and small everyday objects designed around mood, humor, nostalgia, and the strange little thoughts that stay with you longer than they should. Everything here started with a feeling first not a trend, not a market gap, not a spreadsheet.
"Picha" means cat in Gilaki, a dialect spoken in northern Iran. Cats don't over-explain. They don't follow trends. They don't apologize for taking up space. They show up when they want, sit where they want, and somehow always know something you don't. That's the energy.
Each drop is a small capsule not an endless collection. Some pieces are limited. Some are made on demand, to avoid making things that didn't need to exist. All of them start the same way: with something that felt true.
Picha is for people who dress with mood, not just with style. For the ones who look at a design and think "that's exactly it" without being able to explain why. For the strange moods, the soft hearts, and the people who don't feel like explaining themselves today.
Wear your mood.

Moodwear

Things you wear when a sentence is too much.

Small Capsules

A few pieces. Then we move on.

Feeling First

Not a trend. Not a spreadsheet.

Quiet Objects

They don't shout. They know.

    What is Picha?

    Picha is a graphic lifestyle brand for feelings that don’t always have names. We make clothes, accessories, and small everyday objects, each one starting with a mood, not a brief. “Picha” means cat in Gilaki, a dialect from Rasht in northern Iran. The name fits.

    Are the designs original?

    Yes. Every design is created in-house, from scratch. No licensed characters, no copied artwork. Just original work that starts with a feeling.

    Why are Picha drops limited?

    Because not everything needs to exist forever. Each drop is a small capsule, a few pieces made with intention. When it’s done, it’s done.

    How are the products made?

    Each item is made after your order is placed. On demand, not in bulk. Nothing sits in a warehouse waiting to be wanted. Production usually takes a few business days before the order ships. We think that’s a fair trade for something made specifically for you.

    How long does shipping take?

    Delivery time depends on your location, the product, and the shipping method available at checkout. You’ll see the estimated delivery date before placing your order, and tracking will be sent once your order ships.

    Can I return or exchange my order?

    Since each item is made to order, we don’t accept returns or exchanges for size changes, color changes, or change of mind. If your order arrives damaged, misprinted, defective, or incorrect, send us a photo and your order number within 30 days of delivery. We’ll check it and make it right.

    Negin

    I’m Negin. Part of Picha comes from the way I look at people, relationships, content, words, and the feelings that usually stay quietly hidden inside everyday life.

    I have worked for years in social media, branding, content, and storytelling. That is why when I look at Picha, I do not just see products. For me, every design needs to have a voice, a reason, a mood, and an unwritten sentence behind it.

    In Picha, I mostly think about what each piece makes people feel. Does it feel like us? Is it explaining too much? Is it too crowded for no reason? Can it show itself without shouting?

    For me, Picha is a place for people who do not always want to explain how they feel. People who sometimes need a piece of clothing, a mug, a small image, or a simple sentence to speak for them.

    I want Picha to stay warm, but not messy. Emotional, but not exaggerated. Special, but not too serious about itself. Something between humor, longing, taste, memory, and those moments when you think: this is exactly how I felt, I just did not know what to call it.

    Negin

    Bahram

    I’m Bahram. A large part of Picha comes from the images, stories, and feelings I have carried with me for years.

    I come from theatre, graphic design, illustration, branding, and a life lived between different worlds. That is why Picha is not just a shop for me. It feels more like a place where memory, humor, fatigue, migration, nostalgia, the body, language, and strange everyday moods turn into something you can wear, keep, or carry with you.

    I usually start with a feeling. Sometimes it is a sentence, sometimes an image, sometimes a small memory that stayed in my mind for no clear reason. Then I try to turn it into a design that does not need to explain itself too much. It just needs someone to see it and feel: yes, that’s exactly it.

    For me, everything in Picha has to come from somewhere real. Not just from a trend, not just from the market, and not from something made only to sell well. If a design does not have a pause, a joke, a small wound, or a feeling you can actually touch, then it is not ready for Picha yet.

     

    Picha is, for me, a continuation of what I have always been looking for: building a small world out of things that seem simple on the surface, but carry a life, a memory, and a hidden mood behind them.

     

    Bahram

    Pesar

    Pesar is the name of our cat, the little creature who became part of Picha’s soul without even knowing it.

    Picha means cat in Rashti, and maybe that is why the name never felt like just a name to us. It carried something playful, independent, quiet, proud, beautifully lazy, and lovingly unpredictable from the very beginning.

    Pesar reminds us that not everything needs to be explained. Sometimes a look, a stretch, or a complete lack of interest says more about a mood than any sentence ever could.