Beeping good

A new T-shirt brand that proves simple can be effective

Published: 05th March 2013 12:19 PM  |   Last Updated: 05th March 2013 12:19 PM   |  A+A-

Bangalore-based designer Adarsh Moda describes his fuss-free childhood and upbringing as “simple”. So perhaps this same sensibility has translated onto his new range of T-shirts, called Beep, which sees largely muted colours and striking, yet minimalist designs.The alumnus of the National Institute of Fashion Technology, Gandhinagar, now based in Bangalore, tells us the idea behind Beep was to remain “text-free”. “Beep is just a sound, and it stays away from text,” he elaborates. “We’re always bombarded with so much information from all directions, we don’t even get time to really filter or process it. Beep, on the other hand, represents a void, rather than an opportunity. The designs are completely open to interpretation,” he adds. With the onslaught of so many new T-shirt brands, Moda feels that fashion should be “quiet and honest.” So his creations are essentially about clean lines and images. While one T-shirt sees a pixelated image of an owl, another sees a pair of lips made from arrows. “The T-shirt with lips draws inspiration from the saying of Kabir that the words that come out of your mouth are arrows. What this T-shirt is trying to say is, hold the arrows in, and use them only when needed. But they could be interpreted in so many different ways — some people might see an erotic association,” he tells us. While right now, Beep offers only menswear, they plan to expand to women’s clothing soon enough. Since it is only a fledgeling venture, just three months old, Moda explains that the range is still limited. But look out for more versions of their clean aesthetics over the next couple of months.

Rs 599 upwards. Up to 7 days for delivery. Details: 8050313414 or

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