...and grin. Two Mumbai-based guys from Inkfested have made a business out of loud designs, youth jargons and tongue-in-cheek one-liners on cotton tees

We've heard of enough inspiring tales about individuals who held on to their dreary, corporate jobs till epiphany struck and they switched from chasing dollars to following their dreams. Rohan Desai's story is something similar. The 23 year-old gave up a job as a junior associate in one of the leading financial firms to start a T-shirt venture.

Inkfested, a company started by young entrepreneurs Rohan Desai and Hoshaang Gotla, broke into the fashion market this week with tees that wickedly scream out semi-profanities like Man-U S**** (Manchester United), Chelsh** (Chelsea) and Arse-anal (Arsenal).

It was while studying at the South Mumbai-based college that Rohan met his partner in the company Hoshaang, a professional pilot three years his senior. "Six months ago, I started off with the idea of launching a personalised T-shirt website, but soon realised it isn't a feasible venture as of now.

When I discussed the concept with Hoshaang, he agreed, and we went on to launch tees with witty one-liners, which are a hit with the young crowd," he says. The team roped in Kinni Makwana (21), a student of commercial arts at Sophia's College to help them out with designing.

You don't need to be Einstein to figure out these one-liners, that read "No!! I don't want to be your Rakhi brother" and snappy youth jargons like "LMFAO" (Laughing My Fat A** Off). These 100% cotton tees, available in black and white, with a few in bright shades, come with an interesting hanger that functions as a box while the tee is packaged and can be used to hang the tee later.
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"We didn't want to promote the use of plastic for eco-friendly reasons; our hangers are made from high-quality paper instead. Plans to start offers like redeeming stamps that come printed on the hanger for free tees, are in the pipeline" says Rohan.

Even though the tees are meant for unisex wearers, it's disappointing to see that the fit and style have a strong male appeal. "Initially, we weren't sure whether girls would appreciate guys peering at their chests to read smart lines.

But after receiving requests from our girl friends, we have plans to introduce tees with cute one-liners, feel-good statements and innovative ways of insulting us, men," grins Rohan.

The brand is using social networking sites like Facebook to market their brand, where they personally reply to queries and requests.

A price tag of Rs 350 isn't too steep either. Browse through their website and if you like a tee design, they will deliver it to your doorstep, for free.

Log on to: www.inkfested.in. Call: 9819581788 / 9820683398 to place an order.

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