Thoughts on a tee

HYDERABAD: A new e-commerce site is all about T-shirts with quirky art and illustrations. Captainkyso (kyso stands for ‘keep your shirt on’), launched earlier this month, has T-shirts with designs from people around the world. Take a look at the interactive descriptions and the ‘T-shirt of the day’ concept and you won’t be surprised to learn that an investment banker, Tarun Shah, is behind the marketing strategy.
Same yet different
Based in Mumbai , Captainkyso is just one of many e-platforms retailing T-shirts. Wear Your Opinion, launched last August, is yet another example. But the Institute of Chartered Accountants of India alumnus and CEO of the apparel label is quick to point out the difference. “I’ve always been interested in varied art, ideas and culture. Captainkyso shirts have artworks of illustrators from almost 23 countries,” says the 33-year-old who worked with The State Bank of Mauritius for a decade. The retail site features T-shirts for men, women and teens.
Crowdsourcing
So far, hundreds of illustrators, mainly from abroad, have submitted their work to the apparel brand. About issues regarding copyright and false ownership, the brand head says, “We carefully trace the work of an illustrator. With new technology, it is easy to filter works that are original and edited or stolen. We are also in talks with students from JJ School of Art and other institutions who have done exceptional work,’’ says Shah, adding that next month, the site will run a contest where customers can send their illustrations.   Captainkyso T-shirts are priced `499 onwards. Delivery from the website takes five working days.

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