Cloning of brands

Street look

Cloning of brands

 Affordable yet fashionable outfits are popular.

Clones of the best of brands make it to the streets, in zanier avatars and at dirt cheap prices.

Clothes sold on pavements have always caught the fancy of young men and women, who want to keep experimenting with their clothes. Besides the economy factor, the fact that one is wearing something akin to big brands ensures a feel good factor too.

Street fashion is the great leveller in the world of high couture. You would find these pavement vendors selling T-shirts with Reebok, Wearhouse, Adidas and Lee printed on them.They come in cotton and nylon mix. Sometimes, they come in multi-coloured tees or a single colour with work on them.

Cotton shirts in plain white, the two pocketed ones, the collarless shirts are popular. These wayside makeshift shops are erected just outside the branded stores. And people, especially those between 16 years and 22 years of age, don’t mind buying two or three for a reasonable price. If you can get two tees for the same amount, you pay at a branded store then ‘why not’ is the common refrain.

The imitation is perfect and the pricing too suits your pocket. These shops are found all across the City and they are more in number especially around colleges like Mount Carmel, JNC and St Joseph’s. The starting price is Rs 50 and goes up to Rs 250 for tees. It’s more expensive for stylish looking tees with work on it. The shirts begin with Rs 150 and some are sold for Rs 300 and more as well. Denims shirts are expensive starting rate at Rs 300. 

Sundaran C K who sells tees in the heart of the City and moves around when necessary says he manages to sell at least 10 tees a day, “Tee shirts sold on pavements fetch good money. The business is lucrative and I earn up to Rs 1,000 a day. We’re never at a loss when pricing these T shirts at Rs 150. On the contrary we stand to gain by 10 or 20 per cent,” he says. This is the story with most T-shirt vendors. They all procure tees in bulk from Tamil Nadu.

Those who regularly buy these shirts, off the pavement say it’s value for money. Smitha Sajanani, a graphic designer says she picks T-shirts as long as it fits well and are not too loud, “They aren’t of great quality and don’t last that long. I am not conscious about wearing something from the wayside,” she says. Keshav Arora, a senior architect with Collabera Solutions, says he prefers picking up beach wear, “nothing can compensate a good cotton tee and the best thing is that you can travel light carrying just four or five tees,” says Keshav.

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