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HindustanTimes Mon,01 Sep 2014

Kaleidoscope

The sitcom swingers: let your T-shirt speak for you
Ridhima Shukla , Hindustan Times
August 31, 2013
First Published: 00:49 IST(31/8/2013)
Last Updated: 02:26 IST(31/8/2013)
T-shirt

Statement T-shirts have been around for a while now, but popular culture is taking over. While brands like Tantra and 1469 create t-shirts with messages and smart one-liners, it’s the movie dialogues and sit-com punchlines that are now ruling the roost in this department.

With Batman and Superman T-shirts already famous in the West and celebrities adorning the marvel comic logos on their tees in Hollywood, due to online availability, the T-shirts have become a hit in India as well.

Prices of these T-shirts vary from Rs. 399 to Rs. 499 depending upon the quality, fabric and manufacturer. New online stores like LazyNinja and WhiteKalia, based out of Pune and Delhi respectively, are getting a whopping amount of response from its customers, especially for their sitcom inspired tees.

“That’s my spot’ or ‘Bazinga’ tees inspired by the famous sitcom ‘Big Bang Theory’ are receiving an overwhelming response,” says Nikhil Goel of WhiteKalia online store, who claims to have sold over 5000 T-shirts since its opening in March this year.

He adds, “Sensational movie dialogues and punch-lines make a statement and gives one the opportunity to get heads turn.”

While sitcoms like FRIENDS, Big Bang Theory, Game of Thrones, Dexter and Simpsons and others are finding Indian buyers, Dark Knight, Lord of the Rings and Harry Potter tees are amongst some of the most sought after ones.

The biggest hit, though, are dialogues from Bollywood movies. T-shirts with slogans such as ‘Lakhon me Ek’ from  movies such as Vicky Donor and Sholay and Gangs of Wasseypur tees are finding takers, not only here but in the west too.

According to Bewakoof.com online store, they ship their merchandise to over 90 countries with the international revenue contributing 5% of their total revenue.

So, who are you going to wear? Dexter or Gabbar? The choice is yours.

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