No we aren’t mad at someone. There’s a mint-fresh online brand called Idiot Theory that believes the idiot can be the genius. Founded by mother-son duo of Meenakshy Mitraa and Arrnavb Mitraa, they intend to live on August 29.


On offer are mobile covers, apparel, mugs and stationary too. While we aren’t fans of the quirky-print waistcoats and dresses, what caught our eye were the T-shirts with graphics representing the madness of Mumbai and Delhi.


These prints have smaller versions for iPhone covers too And talking about new launches, high street accessory brand, Call it SPRING will also be foraying in the country.

They will be starting with three stores in Delhi and Bengaluru but thankfully, will be available online in Mumbai.

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Call: it SPRING