Lifestyle limericks

Kitschy kiosks inspired by desi junta jargon, graffiti tees, neon lamps, ecofriendly totes, handpainted converse sneakers, doodle pads, edgy cushions ��� welcome to the experimental universe of alternative design.
Tired of high brow, designer hoopla, this creed of new-age style is the brain storm of a clan of graphic designers, artists, illustrators, dreamers, writers and beer drinkers ��� anyone who believes in breathing life into a product.
���Young people seek products promising a thrill of discovery. The Internet brings a great level of global exposure to a parallel reality. Consequently, youngsters want the humour reflected in their daily lives to be replicated in the lifestyle they endorse,��� says Himangshu Dogra, an alumnus of NIFT, who launched Playclan, dabbling in everything from fashion books to graphic novels, and crazy creature lamps. Dogra���s ���fashion + art + design��� store is based on everyday playing and thrives on tongue-in-cheek themes such as IST (Indian Standard Tamasha) abounding in ambassadors, autos, evening chai, gossip, gali galouch and a quintessential sab chalta hai attitude.
The brash Dilli collection is followed by what Dogra terms as a ���reaction to the over hyped love theme��� ��� the Loveless Monster. ���The anti-love merchandise comprises women and men���s tees, note pads, cards, art, journals, boxes and gift kits, all of which have funky art depicting the Loveless Monster icon,��� says Dogra. The store���s website even has a dedicated space for bloggers whose ideas are often integrated into the production process.
Interactivity is also the ignition point for Nikki Duggal. ���Design���s an aesthetic blend of visuals and content, it���s actually a perfectly mixed concoction,��� she says, explaining her design studio, Mixed Juice with its quirky stationery and hip home products. Duggal reminisces how she came up with the name for her line, while working on an India-inspired line. ���I sent a colleague to Chawri Bazaar in Delhi to procure shades of beige and brown paper. Instead, he turned up with every colour under the sun,��� she says.
���We want to break stereotypes and propagate free expression of thought. We like personally dealing with our clients to create India-centric products which are kitschy, colourful and oozing humour,��� adds Duggal. From their Dilli good buoy matchboxes, provocative playing cards, whacky greeting cards bearing caricatures of Dilli auto rickshaws and Mumbai taxis, recycled wrapping paper series in fluorescent shades of turquoise to groovy wine bags ��� the four-member design studio reworks daily hearsays and age-old clich��s.
Another arty couple Chetan and Hoofrish pioneer the Gifts of Love range ��� an eco-friendly stationery line. The brand���s fan following are people breathing the ideology of all things natural. ���Consumers today want to personalise a product and they love the feel of paper in their daily lives,��� says Hoofrish.
Exploring the duality of art and fashion is NUN ��� a rebellious teen clothing and lifestyle line by Anchal Jain and Ankur Prakash. ���Fashion today is dynamic. The teen on the brink of womanhood is acutely aware of global trends and is expressing her individuality. She has a high disposable income, as well as obliging parents,��� states Ankur, who believes his stores resembling a young woman���s wardrobe appeal to free spiritedness.
���Young women don���t want to emulate brand clones, they want to enhance their personality,��� he adds. The eclectic mix of apparel and accessories have themes like Belle and Rebel, Retro Ballerina, Mama���s Closet and No Worries. Spunky room ware abounds in love cushions, sweetheart lamps, fragrant candles and stick on mirrors luring 18-year-olds into their dream bedroom. ���We aim to build an environment where girls feel motivated to discover and share their talent,��� holds Ankur, who also organises events like music concerts and contests.
Mumbai-based Arshiya Sheikh creates a specialised clothing line exclusively for a younger female clientele. ���Youth fashion isn���t limited to cheap street buys. They have great buying power, it���s just that their options were limited,��� says Arshiya, whose range Arshiya Funk thrives on metallic evening wear in futuristic silhouettes. Sans pretences and ironically humorous ��� it���s a new day in the parlour of youthful fantasy.