The IN thing in fashion T's. Being a new brand, the awareness about the label and the brand equity it holds in US, is limited amongst us Indians. Evidently, Chandigarh my hometown, does not have a single store selling Ed Hardy T-shirts.
No wonder on way to my office this morning, crossing colony number 4 (Chandigarh's little Bihar), the view of this T-shirt and most of all the guy wearing it, caught my attention. Being in India, it wasn't a surprise to me, to find that logo on stark yellow T-shirt worn by a Bihari daily wager. I mean, we are super capable of copying and forging (Ludhiana being the capital), but this time, we have caught up with THE SPEED; full points. I mean no branded store selling it (KAPSONS merchandisers - listen up); but in a shack of a stall, on a weekly market in colony number 4, you can purchase a Ed Hardy T-shirt possibly under 100 Indian Rupees. Talk about exclusive marketing!!
Sure Don Ed Hardy doesn't have the time, the means, the reach, to check such copyright violations. So as the Bihari is ignorantly happy wearing his sparkling yellow T-shirt, Don Ed Hardy is happy ignoring it.
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