From jackets printed with cutting chai cups to stationery doodled with Mumbai’s skyline, Aram Nagar’s new store, Idiot Theory will engage those who wish to quirk up their style
Intrigued by the name, Idiot Theory, we decided to check out the newly-opened store in Aram Nagar’s bylanes and sure enough, this brand, that offers clothing, accessories and stationery, lives up to its quirky name. While they have been selling their items online since August last year, this store is their first outlet in the city.
A range of stationery available at Idiot Theory
Like many other stores, Idiot Theory also offers statement and graphic tees. However, the ones that stand out are from the city-based collections categorised into four cities — Mumbai, Delhi, Kolkata and Goa. The T-shirts (Rs 500) and stationery, including books (Rs 500 for a set of four) and mugs (Rs 250), are doodled with different designs capturing the essence of the place. For instance, the Mumbai collection is eccentric yet subtly cool, with sketches of dabbawalas and autorickshaws, Ganpati visarjan, landmarks like Gateway of India as well as the city skyline.
A jacket from the Chaiwala collection paired with a black dress
The store mascot, Mr Idiot — a rotund, jolly geek — makes its way on interesting posters (Rs 650) that can add a funny vibe to your living space.
One of the posters with the mascot
Another collection that caught our eye was the Chaiwala collection comprising ethnic kurtis, chic jackets (Rs 2,500) as well as comfy-looking PJs (Rs 1,000) and shorts (Rs 800) dotted with tiny cutting chai cups — trendy, though a tad overpriced. The store also customises dresses and T-shirts according to sizes, much to our glee. The accessory section includes bags, wallets, totes, neckpieces, cuffs and earrings. Our picks: the horse-print bag and gold cuff with blue studs.
A vibrant, handpainted kettle priced at Rs 500. Pics/Nimesh Dave
As a start-up, Idiot Theory has limited products on offer, though they will soon be bringing out mobile covers and scarves and develop more prints on their garments, we were told. However, with its unique designs and not-too-garish fare, it holds a promise for those who have a taste for things eclectic and elegant.
What we also liked
>> A red long-sleeved jacket with gold feather print.
>> A pair of blue cotton shorts with Warli art.
>> Sleeveless waistcoat in beige and purple.