The founders of Piece of Rock. (From left to proper) Pallavi Singh, Anirudh Ravichander, Dwarakesh Vikram, and Selvi Thangarajah

Anirudh Ravichander

In Kulitalai, a nondescript municipality in Tamil Nadu, a younger man seems like a rockstar as he walks round in an outsized T-shirt that reads: I’m a restricted version. And that’s the thought behind Piece of Rock, a clothes label conceptualised and co-founded by music composer Anirudh Ravichander, alongside together with his mates Dwarakesh Vikram, Pallavi Singh, and Selvi Thangarajah. “We wished to create a model that makes each child and grownup, regardless of the place they’re, really feel like a rockstar even when they’re doing one thing common,” says Dwarakesh, including, “Ani’s moniker is Rockstar Anirudh. And when he desires you to consider that you simply’re a rockstar, it’s a strong message.”

Since its India launch in July this yr, the label has bought 2,500 items of which 90% of the gross sales are from the South. And this not simply consists of Chennai, Bengaluru, Hyderabad, but additionally smaller cities like Kurnool, Krishnagiri, and cities like Gobichettipalaym. It’s attention-grabbing to see the outsized development — which is a world road development — being adopted there.

The unisex T-shirts even have phrases like ‘Badass’ and can be found in blue, black, white, purple, and gray. The brand is supposed to indicate two fingers holding a bit of rock. “No two rocks are the identical. That is our means of claiming every one is exclusive. You’re a piece of rock, you’re unbreakable,” says Dwarakesh, including that the staff wished a clothes model in India that championed the values of individuality, uniqueness, and self-expression.

The model made its first look in London in April throughout Anirudh’s Hukum World Tour. The 34-year-old singer-composer sported a black outsized tee with the phrases Hukum emblazoned throughout it. This quickly turned a staple — styled with jackets and different accoutrements — at his different concert events throughout Australia, the US, and Canada. And because the model took the live performance merchandise from metropolis to metropolis, Anirudh’s followers too have been seen in these these T-shirts. “We bought 6,400 Hukum T-shirts worldwide,” says Dwarakesh.

The model made these tees completely for the Hukum Tour. Initially, they didn’t intend to promote them in India. However seeing the demand, the Hukum T-shirt shall be launched right here this Deepavali. It is going to be a restricted version drop and on sale between October 20 to 31. And as a bit deal with, the staff has combos and presents deliberate for the pageant.

Whereas the primary drop embodied minimalist aesthetics, for Christmas the plan is to maneuver in the direction of bolder designs. Within the works are joggers, workplace casuals, cargos, shirts, hoodies, thicker clothes, crop tops for girls and tank tops for males. Plans are additionally afoot so as to add equipment similar to caps and sun shades.

Piece of Rock’s manufacturing unit is in Tiruppur. “The clothes are made with 240 GSM 100% premium French terry cotton. There are different technical processes like silicone washing to provide softness to the material and nonetheless be certain that it falls properly,” explains Dwarakesh. Piece of Rock follows the Restricted Version drop mannequin. Every design is produced in small batches and as soon as bought out, they don’t seem to be restocked. “We additionally don’t need to put out 25 designs at a time. The quick style class shouldn’t be one thing we need to be a part of. We need to be aware and go gradual and develop,” says Dwarakesh.

The T-shirts are priced at ₹1,200. Out there on pieceofrock.com