Are you an Ediot?

Sep 04, 2011, 04:54 IST | Yolande D'mello

It took two emotional idiots from a business school in Delhi to save our sense of humour, and they chose to do it with style. EDiOTS is a smartass clothing brand

You don't have to worry about coming up with sassy comebacks against bullies. This clothing brand will let you wear your attitude on your chest.

They call themselves EDiOTS, emotional idiots to be precise and in this case the moniker refers to Bhushan Bawankule, co-founder and an ex-student of Entrepreneurship Development Institute of India (EDI) Ahmedabad, who wanted to create a clothing brand that would express "the plight of humorous, laidback and frequently tortured folk," who form their buyers.

Along with Paul Sandip, a product designer who created the brand and toy designer Suhasini Paul, co-founder, who designed the t-shirts, EDiOTS was born in Nagpur in 2010.

Bawankule thought it fit to sneak in the initials of his alma mater into their company name. Manufacturing takes place in Mumbai, Ludhiana and Nagpur and the smarty-pants attitude is finding   buyers around the country. "The youth and the young at heart are the consumer. They smile and we earn our bread and butter," says Bawankule.

At Rs 499 a piece, get a taste of some of their creations and taglines that read 'Bajaun Kya � Radio' and 'Lega Kya Mera � Photu'. Choose your level of audacity while you find a colour that brings out your eyes.
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