This is not an article about liberation-lit slogan T-shirts. The last five years, however, seem to have delivered another kind of Made in India cachet on merchandise: each one guided by a unique theme—patriotism, gender identity, diversity, environment consciousness and youth awareness. People need stuff. Urban necessities and lifestyle purchases that are a cool mix of good Indian design and cultural relevance, instead of jokey, pointless tack. Motherland Superstore speaks to this need. "We don't follow trends. We are inspired by issues around us, like the [skin] colour complex, and bring them into focus. The idea is to serve up a fresh perspective on Indian popular culture by looking at regional classics, emerging sub-cultures and hyper-local trends without being jingoistic," says Nasreen Singh, business head, Motherland Superstore.

Unisex T-shirts with White Tiger, Voter, Trinity and Dark & Lovely iconography or even something niche, like a collaboration with the 50-year-old South Indian snacks maker A1, to add gourmet banana and tapioca crisps to its cache—is the brand's way to telegraph something specific about who they are and what they are into. Can a T-shirt save the world? "Probably not," says Singh, "But it definitely helps rep a message. There's a nonchalant reverence in wearing Indian T-shirts that look good, feel good, without screaming our Indianness. Original ideas that help fly the flag in style. "