Obi-Wan Kenobi didn’t see his catchphrase becoming a rage with boozers in Mumbai. The brainchild of city T-shirt brand, Red Wolf, which came up with the hilarious line ‘Bar Wars: May The Booze Be With You’, it is one of the newest addition to the mushrooming number of quirky tee companies being led by young entrepreneurs. Small-scale enterprises like Red Wolf and Bawa Tips are a growing breed that caters to youthful fashion. And the success of other such brands like Sheep Shop, No Nasties and The Equalisers only proves that the market is emerging.
“We printed 800 shirts some time ago and we’re left with 300,” says Vivek Malhotra (24), who recently founded Red Wolf with partners Ameya Thakur and Rahul Jaisheel. Currently, in its testing stage, their site (www.redwolf.in) will be up by the first week of March.
Vivek sure knows that the Internet is what makes this growing business proposition sustainable. Reaching out to their wearers through social media, many such T-shirt brands invite buyers to come up with one-liners. Sheep Shop, which turns three this year, is one such working example. “We get designs from around the world. Based on public opinion, one is picked every week. The creator is given an initial sum and then regular royalty. The idea is to also make this a lucrative process for them too, why else will people continue to contribute,” says Bhagyashri Dixit (30), who runs the company along with husband Parag (32).
For now, the subsequent step for brands like Bawa Tip and Red Wolf is setting up a market place to invite suggestions. The latter, however, insists there will be no voting. “If we feel what the designers have submitted is good, they get paid. It’ll be simple,” says Vivek.
Bawa Tips, which began with a Facebook page that “followed a drunken night at a local bar named Madira,” is known for its inside jokes on Zoroastrians. Their one-liners like “Vegetarianism = Epic fail” and “Living a 100 years, isn’t that enough” turned out to be hits among the college crowd, opening up a market they never accounted for. “We got some of those one-liner tips printed on 200 shirts. Now, we have just two or three left,” says Victor Daruwala (22), who started Bawa Tips with co-partner Hormuz Bana.
While most of these shirts fall within the range of R350 to R500, ordering them online is the best bet for the impatient. So, next time, you’re being cheered on for coming up with the best one-liners on an inebriated night, don’t forget to go home and log on.
You may just find yourself means to sponsor those intoxicating tonics that get the creativity flowing.
Other quirky brands
The Equalisers (LED logos)
Email Bawa Tip at firstname.lastname@example.org
Visit Red Wolf at facebook.com/WearRedwolf
Log on to sheepshop.com to submit your designs
That’s what she said
There’s no such language as Bawa/Parsi, it’s called Gujarati but awesomer