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HindustanTimes Sun,26 Oct 2014

Aam goes glam: AAP merchandise floods local markets

Hindustan Times   January 04, 2014
First Published: 18:20 IST(4/1/2014) | Last Updated: 18:34 IST(4/1/2014)

They have had a clean sweep in the recent assembly polls in Delhi, and now, the Aam Aadmi party is making a mark in an unlikely territory — fashion and lifestyle. Be it the party’s symbol — the jhaadoo (broom) — which is now being sold by online portals, to cool tees and caps, the party is making its presence felt in the most non-political places.

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For instance, Tradus.com, an online shopping site, is selling jhaadoos for just Rs. 5 to “promote anti-corruption”. “This is our endeavour to promote sellers who offer honest prices to buyers. We encourage all our patrons to own this jhaadoo at an earnest price and celebrate the birth of a corruption-free Delhi,” says Mudit Khosla, CEO of the online site.

That’s not all, T-shirts with cool motifs representing the aam aadmi have also become a fashion rage in the Capital. Be it online sites or the city’s flea markets like Janpath and Sarojini Nagar, sales of these tees, say store owners, have gone up by at least 15% ever since Arvind Kejriwal, the leader of the party, took over as chief minister of Delhi. “I have faith in AAP.  My friend and I even wore the ‘Aam’ Aadmi T-shirt, when we went to cast our vote,” says Palash Bedi, 25, musician.

Experts suggest that this trend is here to stay. “The trend is in line with the sentiment of freedom of expression, something which has eluded us for a very long time,” says Aditya Singhal, CEO of an online clothing store. Adds designer Payal Jain, “I think AAP is much more than a fashion trend. I personally love the cotton caps they are sporting and the tees make a cool fashion statement.” Also, cashing in on the Aam Aadmi effect is a national retail chain that is using the term ‘Aam Aadmi prices’ in their ads. 


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