Composer Anirudh’s model Piece of Rock brings his Hukum Tour T-shirts to India for Deepavali

The founders of Piece of Rock. (From left to proper) Pallavi Singh, Anirudh Ravichander, Dwarakesh Vikram, and Selvi Thangarajah

Anirudh Ravichander

In Kulitalai, a nondescript municipality in Tamil Nadu, a younger man appears like a rockstar as he walks round in an outsized T-shirt that reads: I’m a restricted version. And that’s the concept behind Piece of Rock, a clothes label conceptualised and co-founded by music composer Anirudh Ravichander, alongside together with his associates Dwarakesh Vikram, Pallavi Singh, and Selvi Thangarajah. “We wished to create a model that makes each child and grownup, irrespective of the place they’re, really feel like a rockstar even when they’re doing one thing common,” says Dwarakesh, including, “Ani’s moniker is Rockstar Anirudh. And when he desires you to consider that you simply’re a rockstar, it’s a strong message.”

Since its India launch in July this 12 months, the label has bought 2,500 items of which 90% of the gross sales are from the South. And this not simply contains Chennai, Bengaluru, Hyderabad, but additionally smaller cities like Kurnool, Krishnagiri, and cities like Gobichettipalaym. It’s attention-grabbing to see the outsized pattern — which is a worldwide avenue pattern — being adopted there.

The unisex T-shirts even have phrases like ‘Badass’ and can be found in blue, black, white, pink, and gray. The brand is supposed to indicate two fingers holding a chunk of rock. “No two rocks are the identical. That is our approach of claiming every one is exclusive. You’re a piece of rock, you might be unbreakable,” says Dwarakesh, including that the group wished a clothes model in India that championed the values of individuality, uniqueness, and self-expression.

The model made its first look in London in April throughout Anirudh’s Hukum World Tour. The 34-year-old singer-composer sported a black outsized tee with the phrases Hukum emblazoned throughout it. This quickly grew to become a staple — styled with jackets and different accoutrements — at his different concert events throughout Australia, the US, and Canada. And because the model took the live performance merchandise from metropolis to metropolis, Anirudh’s followers too have been seen in these these T-shirts. “We bought 6,400 Hukum T-shirts worldwide,” says Dwarakesh.

The model made these tees solely for the Hukum Tour. Initially, they didn’t intend to promote them in India. However seeing the demand, the Hukum T-shirt can be launched right here this Deepavali. It will likely be a restricted version drop and on sale between October 20 to 31. And as just a little deal with, the group has combos and affords deliberate for the pageant.

Whereas the primary drop embodied minimalist aesthetics, for Christmas the plan is to maneuver in direction of bolder designs. Within the works are joggers, workplace casuals, cargos, shirts, hoodies, thicker clothes, crop tops for girls and tank tops for males. Plans are additionally afoot so as to add equipment corresponding to caps and sun shades.

Piece of Rock’s manufacturing unit is in Tiruppur. “The clothes are made with 240 GSM 100% premium French terry cotton. There are different technical processes like silicone washing to offer softness to the material and nonetheless be certain that it falls effectively,” explains Dwarakesh. Piece of Rock follows the Restricted Version drop mannequin. Every design is produced in small batches and as soon as bought out, they don’t seem to be restocked. “We additionally don’t need to put out 25 designs at a time. The quick trend class will not be one thing we need to be a part of. We need to be aware and go gradual and develop,” says Dwarakesh.

The T-shirts are priced at ₹1,200. Obtainable on pieceofrock.com