Kitschonova: Roar of the Indian Kitsch, Chapter 1

Looking back, as we sit on our desk, an afternoon in 2012, we feel that the Indian
fashion industry has come a LONG way. Yes, now we are spoilt for choice, be it
highstreet or designer wear, we have plenty, and growing! And when it comes to flea
markets and local shops, we were rocking it before the world could spell FASHION.
But what to us truly remarkable and inspiring are the new-age kitsch inspired brands
which have blurred the line between fashion and art and in some cases have
introduced sustainability to the world. They have created variety in simple ways,
uplifted the whole experience of Hindustan and daily life on Indian streets and
brought about a revolution of tailored garments, multi-utility gifts and blended their
love for art with some incredible product design. Some also addressed their
customers and taught them that fashion need not be all-indulgent, fashion can be
benevolent and in doing so have helped numerous NGOs reach their cause.

We are bringing to you 'Kitschonova', a series where we look to some weathered and
some nascent enterprises which have redefined the act of Indian-ness and we begin
the series with...



PLAYCLAN: Take India Home.

They call themselves clones and they say their work defines individuality and eccentricity and after a few mouse clicks on their website you are more than assured. Gods, and bazaars and tuk-tuks(the risk-shah) and designs showcasing the 1 billion Indians( with IIT aspirants, mustachioed herdsman, Santa-Banta, Guddu and Bunty, Salim bhai, Vicky 420 and Pinky aunty) and the temples and the minarets, the products are in so many aspects a connect between the India we know and the India left behind. The moods are varied from raw colours to flowy designs to colour blocks and so are the products. Ranging from tees, trunks, watches to even stationery, coasters and cushions. And if you arn't already in love with heir products, here's a darn cute movie clip, the play-clan style.

Here's a 'deko' of Play Clan producs c/o their webpage:

Kitschy tote-bags

Handpainted Cushions

Women's Tees

Handpainted Shoes

Tees for Men

You can shop for the these products here 

Years after the conception of the brand, Play Clan has quickly moved to various cities with stores creating a city-specific feel (their Pune store is a dedication to Osho) and collaborated with Paul Smith, Absolut , Denizen etc. and created a whole new playfield for Indian design. Have a look at their products, if there is one  in your city or check out the link we've posted above and they say, 'keep playing'.

Paul Smith and Play Clan

Keeping up with the next series of Kitschonova, we bring to you many more of such incredible brands which spell 'India Shining' out loud. Watchout this space for People Tree , Yelo Bags , Chumbak , Item Number and many more !