Australian spin legend Shane Warne on Monday launched a limited edition of men's T shirts designed by the cricketer himself for the ongoing Indian Premier League, titled 'Spinners by Shane Warne'.
The line, earlier launched in Australia in November 2009 in partnership between Warne and Lime Door brands -- a strategic brand development company in Australia -- has been brought to India by Reliance Trends, its retail partner in India.
Warne sat with the product team and decided on the colours, fabric and graphics that went into designing the T-shirts, Michele Hamdart, CEO of Lime Door Brands said.
On the decision to launch the brand in India, Warne, who is the captain-cum-coach of Rajasthan Royals -- said the foray into the Indian market "is somethting we have planned for a long time and something that I have a lot of faith in".
'Spinners by Shane Warne' also has a collection with an Indian influence. One of the T-shirts has graphics of "gully cricket", capturing the cricket passion in India where the game is played in every bylane, said Arun Sirdeshmukh, CEO of Reliance Trends.
Michele said there were also plans to launch other categories like men's and boys active wear, sports performance wear and accessories during the festive season in October.
A similar plan to launch an innerwear line was also on the cards. Warne obliged a Michele request to display part of the innerwear as a preview.
Warne said he was intricately involved in the designing and did not simply endorse the brand. In fact, his son also joined him when it came to designing the boys' wear.
Plans were also on the anvil to launch a women's range and a girls range. Warne said he would soon launch fashion wear for girls.
"My daughter is sore that I am promoting her brother in the boys wear series and wants me to launch girls wear. We will do it. Maybe it can be called Spinnet," he said.
Brand building would be through social networking, word of mouth and the media, he said.
He said he loved the colours used in India and would use some of them in his product line.
"I spend a lot of time with designers to design the colour, print and fabric combinations of my 'Spasion' (sports plus fashion) merchandise. I get true inspiration from Indian hues. The greys, purple or blue often seen in India is so nice for the eyes," Warne said.
Michele said Warne has around 400,000 fans on Twitter, half of whom are Indians.
She said the reason for launching the brand in India ahead of UK was simply the huge demand they had for his product on the website from Indian cricket fans.