Accessories and home decor label, Item Number, gives you the chance to lounge around with Sridevi or cuddle up to Zeenie baby. Relive Bollywood's most dramatic, romantic and tragic moments through their range of bags, mugs, notebooks, clutches and cushion covers Warning: Holding a bag or a mug from city brand Item Number might instantly transport you to Bollywood's sepia-tinted memory lanes; to a time when Hindi cinema was all about screen gods and goddesses, and the term 'item number' didn't exist. <img height="176" alt="" src="/imagedata/2010/oct/Clutch.jpg" width="400" border="0" /> Hema Malini Clutch (Rs 2,000) Meena Kumari Clutch (Rs 2,000) Whether it is Sridevi with fancy headgear from Mr India, Rekha throwing seductive looks in Silsila, Dreamgirl Hema Malini or sizzling Zeenie baby in her Satyam Shivam Sundaram avatar, iconic images of Bollywood divas can be found on accessories by Item Number. "We wanted to showcase Bollywood superstars, blockbuster films, famous on-screen couples, cheeky dialogues, unforgettable film moments and poster art," says 35-year-old Syed Ali Arif, founder-member, Item Number. Quiz him on why a Deepika or a Priyanka haven't made it to his products and he's quick to reason, "Who can match the personality of tragedy queen Meena Kumari, the beauty of Hema Malini or the screen presence of Sridevi?" Arif and his partner, 30-year-old Inderjit Nagi, translate their love for over-the-top Hindi films from the '60s to the '90s into unisex bags, mugs, notebooks, clutches and cushion covers. What's the story? "What an item song is to a Bollywood film, Item Number is to you. It was conceptualised to spice up, glamourise and boost the style quotient of your house, workspace or wardrobe. It's chic, irresistible and inimitable," says Arif, explaining the story behind their brand name. According to Arif, the label (launched in August, 2010) is for anyone seeking the right mix of creative, kitsch, quirky, colourful and unconventional 'items' for personal use or gifting purposes. Getting their act together Aside from printing screen goddesses on cushion covers and bags, the duo are also inspired by Andy Warhol, retro designs, graffiti and movie posters. The design typically begins with a theme followed by imagery, which is collected from mediums and channels and is sent for printing, post-design. The designs are printed on paper, ceramic or cloth. Post printing, the duo makes a sample with their karigars (artisans), eventually converting the design into a funky accessory. Arif says, "Since we come from art and fashion backgrounds, creating an exceptional prototype isn't difficult. In the past, we've tried customization, but don't want to explore it further. We love to create from passion, not pressure. But if a client gives us freedom, we are open to 'on-request' items." Same difference? Though Item Number might face stiff competition in the Indie label market, thanks to almost everybody printing iconic figures on any surface these days, Arif defends his brand. "Each piece is an artwork. Colours are aptly chosen, principles of art and design are adhered to, a storyline is created and we then create a different look and feel to each design." If you thought Item Number was just another brand that's jumped onto the Bollywood bandwagon, think again, because future plans include getting people to rediscover India through their designs based on monuments, festivals, culture, food, fashion and India's people. They soon plan to retail tablemats, runners, coasters and mouse pads in stores across Bangalore, Hyderabad, Delhi, and Chennai. At Attic, Santacruz (W)and Azaad Bazaar, Bandra (W). Call 32169292/ 9930212636

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Accessories and home decor label, Item Number, gives you the chance to lounge around with Sridevi or cuddle up to Zeenie baby. Relive Bollywood's most dramatic, romantic and tragic moments through their range of bags, mugs, notebooks, clutches and cushion covers

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