T-shirt brand launches rupee symbol T-shirt | fashion and trends | Hindustan Times
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T-shirt brand launches rupee symbol T-shirt

Always quick on the uptake, T-shirt brand Tantra has launched their Rupee Shirt, bearing the new symbol approved by the government.

fashion and trends Updated: Aug 16, 2010 15:39 IST
Rochelle Pinto

Always quick on the uptake, T-shirt brand Tantra has launched their Rupee Shirt, bearing the new symbol approved by the government. Showcasing the symbol in black and white, with the tagline ‘black money white money,’ the T-shirt is already generating quite a buzz among Tantra loyalists.

Available in black and white, the T-shirt can only be found online, Tantra’s first made-to-order product. “The rupee sign is something new for all of us, but it will last forever,” says Tantra co-founder Rajiv Ramchandani. “We decided that like all Indian icons, this needed to be on a T-shirt.”

The original idea for the rupee T-shirt was to try recreating the symbol in different fonts. “The actual symbol is in a very simple Helvetica font,” reveals Ramchandani. “We were wondering what it would look like if it were to be in a retro font or a super stylised modern font. Eventually, we decided that something idea-based would be better.”

The graphic designer behind the idea, conveniently named Chillar, says, “I was working on colouring the symbols in black and white. When I placed the two side-by-side, it struck me that we could pun on the words black and white when associated with money.”

The T-shirt, like all of Tantra’s offering, will cost Rs 295. Another recent target for the funny folks at the T-shirt brand is the Commonwealth Games. “We’ve got almost 150 new designs releasing in the Autumn/ Winter collection. One that we came up with especially for the games has Salvador Dali’s face on it, but says Salvador Delhi,” reveals Ramchandani. “We think it will be a big hit.”