A new range of T-shirt prints inspired by Marathi culture has drawn in artists, entrepreneurs and quite a few eyeballs

A new range of T-shirt prints inspired by Marathi culture has drawn in artists, entrepreneurs and quite a few eyeballs

Che Guevara and Bob Marley will have to be happy being at Bandra. Dadar is now home to a new set of icons, blending rather well with the Marathi-speaking population that inhabits this area of Mumbai.

A walk down the busy road that connects Shivaji Park to Plaza Cinema is a teaser to the change that's unfolding in casual clothing ideas, using cultural identity. A graphic print tee carrying a close-up of Maratha ruler Shivaji hangs in the window display at Heera Dresses. A few shops down, rows of bright tees carrying calligraphy in the Devanagiri script crowd a store window.

u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0 u00a0We love Shivaji full print graphic teeu00a0from
u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0Guerilla Clothing.for Rs 695.

Clothing manufacturer Bharatiya Vastra Shilpa specialises in 'Marathi' tees. Well known calligraphy artist Achyut Palav was roped in for the design and conceptualisation of this range. "It's an easy and interesting way to keep local culture alive. The young hardly have time to read about Marathi culture," said Palav.

It's essential to fuse art with popular culture, believes Palav, who in the past has translated his eyecatching art on everyday products like umbrellas. To bring calligraphy into daily life, Palav uses coffee mugs, clothing and glass showpieces as his base. He uses verse, lyrics and phrases from Marathi literature as embellishment.

The content of the script varies depending on the season and festival. Fresh from just having finished a monsoon inspired range, Palav is busy working on a Diwali collection. The last traces of the monsoon line are still available in stores, and feature weepy clouds and poem about moody rains.

Messages about national integrity and cultural pride are most common. Vendors hope the idea will catch on as an interesting gift option during this festive season.

Men's clothing brand Guerilla Clothing is known for its muscle-fit T-shirts that often sport superheroes and legendary characters like Spiderman and King Leonidas. This time, they've gone local and replaced Rambo with Shivaji. A bright orange tee carries the line, 'asel himmat tar adva (have the guts, then stop me)'.

Malhar Balakrishna Ghalsasi of Guerilla says, "Our intention was not to spread culture through clothing, but Shivaji is a fascinating character who I can identify with, and so can the brand." Their collection also includes Bhagat Singh and Subhash Chandra Bose tees.u00a0
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At: Guerilla Clothing, 172/12 MMGS Marg, Dadar (E). Call: 24104383. Heera Dresses, NC Kelkar Road, Dadar. Call: 24305924. Aamantran, opposite Plaza Cinema.u00a0Call: 24383376