Threads Interview: Rish Oberoi - CEO/Founder of Paani Puri Clothing

 

There were murmurs in Bollywood and media circles of a chaat based t-shirt company in the works with some really unique and vibrant prints last year. Up until a few months back Paani Puri was still just a concept, with samples of the art work making random appearances on the internet and blogs - today it's a fledgling company, two months old, causing waves across the country.

Being sported by the likes of Bollywood star Imran Khan and hipsters all over the country, it seems like Paani Puri is being dished out with a zing, much like the street snack it's named after. Eye catching, sleek, unique and trendy; t-shirt junkies should really take to this brand. Got in touch with the founder of Paani Puri Clothing, Rish Oberoi, to tell us about his very cool company.

What is a Paani Puri? Click here!

In Pic: Eureka and Rish Oberoi

In an exclusive interview with YHIHF, Rish Oberoi, Founder of Paani Puri clothing talks about his t-shirts and his brand, the bizarre combination of the street snack paani puri and Heath Ledger's Joker inspiring him to start a company, the power of brands made in India and more!

Who are the people behind Paani Puri?

Rish Oberoi- Founder, Eureka- Hungry for creative, Suyash- I am just the man and our first intern, Arjun.

How did you come up with the name Paani Puri? 

It was about 5:30AM and I was simply hungry, I was watching The Dark Knight and I thought it would be funny if the Joker was eating Paani Puri. It started off as a thought. 

In a nutshell tell us what Paani Puri as a brand represents? 

FUN (you may think this is the shortest and “nutshell” answer but it's true!).

What made you start a clothing company? 

Well when I thought of the Joker eating Paani Puri, I thought would be cool to see that on a t-shirt, and bags etc… it was just a spontaneous thing. I am very much in love with it now. 

Tell us about your main t-shirt illustrator Eureka! 

She is the one person who believed in this project. She has become a sister to me, and she means the world to me and Paani Puri. There are no words to express how much she has believed in us. Thank you E.  

What and who are the main sources of inspiration behind Paani Puri’s art? 

You, me, Eureka, my mom, my dad. Inspiration is amongst us. We encourage people to think of ideas, so please make sure to tell us… the Paani Puri team likes that.  

Paani Puri is about a year old now, what’s the response been like internationally and domestically? 

It’s not a year old. It’s actually only a month old, it’s a concept that I marketed for nine months but we launched officially on April 20th, 2010. The response has been very good, we are happy.  

What components of the Paani Puri t-shirt make it a superior choice over other brands? Styles, fit, feel, print, colours? 

All. We have worked really hard on our fit so it lays on your body softly and comfortably. I am excited that everyone who owns a PPC T has said that the fit is amazing and the fabric is soft and comfortable. It’s honestly something which I spent a lot of time on.

With so many brands, primarily international, flooding Mumbai’s market over the years, Ed Hardy for example – how much aspiration still lies in Indian brands? Especially in a city like Mumbai, where what you wear is who you are, in many ways. 

I was born and raised in the United States. I lived there till I moved to India in Sept of 2008. After moving here I realized that Indians are proud of an Indian brand because they always give brands a chance. I love that about India. Makes me proud to see that we still stand up for the national anthem in movie theaters and really love our country. It’s awesome. I feel we won’t let international brands blind us.  

What are some of your favourite t-shirt brands, the really innovative ones that you couldn’t get enough of? 

Junk Food Clothing, American Apparel, Diesel and FcUK

 In Pic: Junk Food Clothing

Noticed the Puri team are getting some heavy support from Bollywood star Imran Khan, what’s the connection? 

He is one of my best friends… more like a brother to me.  

In Pic: Rish Oberoi, Imran Khan and Miss Malini

Check out Rish Oberoi, Imran Khan and Miss Malini on Radio One's Pirate Radio: Click here

You’ve named your company after this street snack, so tell us, where do you get the best paani puris in Mumbai? 

Well you can get the best Paani Puri at Sobo, Attic and Flo right now. Just kidding! My favorite is the guy down the street. Every area has its “rockstar” paani puri vendor... we have ours.  

The Dark Knight's Joker inspired you to start Paani Puri – are you guys comic book/graphic novel fans?  If yes, what have been some of your favourites?   

Comics, yes. Graphic novels, yes. I love all of Marvel’s work, Asterix, Tin-Tin and my all time favorite Calvin and Hobbes.  

If I’m looking to purchase Paani Puri t-shirts, where can I find them? 

Right now: www.paanipuriclothing.com. Also; Attic - SantaCruz (w), Mumbai, Sobo -Tardeo, Mumbai, Flo - Lokahndwala, Mumbai, Just Around the Corner - Delhi, Purple –Vizag.    

Tell us about Paani Puri’s current collection and it’s future projects, I totally want a trucker hat with the samurai on it… posters maybe? 

Currently we have 20 designs out. Each tee is concept based, showing how we have incorporated Paani Puri into each one. They are out for both men and women. In the future…there is so much going on. I am excited to share it once we are ready to launch it.

If you could pick one favorite from the Paani Puri collection, which would it be and why? 

This is the hardest question. I love them all. I know how much heart they were made with and the thoughts/the processes it took to create it… I love them all. 

You are stuck on a deserted island with a life supply of batteries and a boom box, list out 6 life changing must-have albums you’d like to have with you and why?

1. Linkin Park - Hybrid Theory: This was the album I listened to when I had my heart broken for the first time.
2. Michael Jackson - Dangerous: He is my favorite artist…we have a t-shirt dedicated to him, and also the company is closed on the day he passed away. My dad gave me this album on the world premiere of his video "Jam" on MTV… RIP MJ.
3. 112 - 112: I grew up on this album…reminds me of high school years…all the silly things we did.
4. Lil Wayne - Carter 3: I have loved lil Wayne for a long time….but this album I was waiting for because I had a. moved to India, so I couldn’t buy it the first time it hits shelves, and also the song lollipop is my favorite song of all time.
5. Jay-Z - R.O.C: Me and my best friends in college bought this album together, all 8 of us, it was awesome…we listened to it probably a million times.
6. Drake - Thank me Later: It's unreleased and comes out on June 15th.

I won’t lie this is my favorite question in the world. Whatever I have heard, I listen to it all the time. It inspires towards PPC.

~~

Check out the Paani Puri Clothing website: Click here

Watch Rish and Eureka on Channel V talking about Paani Puri Clothing: Click here

Follow Paani Puri Clothing on Twitter: Click here 

Threads Interview: KEY LOW T-Shirts - "I'd rather be in Bandra"

Starting a T-shirt company is such an ‘in’ thing to do, I feel they’re a dime a dozen in our times. Is it a genuine interest in fashion or a genuine interest in being trendy? I don’t know.  What I do know is, I’m extremely anal about my t-shirts, from the message on it, to the fit, to the feel. I say fit, because I don’t want my man boobs all over the place and I say feel because two years back I was introduced to ‘organic cotton,’ haven’t looked back since. Metrosexual much? I don’t think so. I wear t-shirts 98% of the year – much to the missus’ distress. Shirts only get a shoe in during weddings, Christmas and my Mom’s birthday. Lol, or when I’m DJing a ladies night.

In Pic: Not one of my favs, great message though.

If I'm being honest here, India are still not up to mark in terms of the quality of homegrown T-shirts available. Top off my head, I know there’s Tantra – with the clichéd hippy ‘check out my OM, man’ t-shirts (they’re not so bad) and the other one that’s stuck with me is Barking Dog. Admittedly, I’ve only seen one of their prints and it’s pretty classic stuff.  The iconic Che Guevara image with a skull on the face and the text, “CHE IS DEAD, GET OVER IT!” The main issue I have with the t-shirts here, are they’re too goddamn heavy, thick and more often than not the neck ring chokes you. Also, that plasticy, multiple cracking type print that is abundant on t-shirts here is just plain wrong.  In this blog, I intend to feature t-shirt companies that are unique and doing something a little different - the companies that keep an eye on the detailing, rather than just slapping a print on any old thing.

~~~

In Pics: Samples of the KEY LOW collection, Wotto in pink and white

There are a few homegrown companies I’m noticing, which are doing something different… which is where I come to the main topic of discussion.  Last year on my annual trip to Mumbai, I was introduced to Key Low.  “Dude, he’s got the Space Invaders tee!”  Run by Bandra boy Karan Gonsalves (AKA KG $$$), Key Low put out t-shirts that fit just right and have some pretty hipster type messages and designs on them.  You can tell Karan has been influenced by his taste in music (Justice, Simian Mobile Disco, Daft Punk, Boys Noize) but now in his latest collections, they’re taking a little more of a Bombay feel to it. I’ve got about five of them and every time I wear them, someone will comment on it. He’s got a nice range of colours, a lot of funky prints and I think his pricing compared to your Nikes and Adidas, are pretty good.

In Pics: More samples from KEY LOW

Got in touch with Karan so he could tell us more about Key Low, what it takes to survive in this business, his favourite prints and more.


How would you describe the brand identity Key Low represents?

Well, I am not really into brands myself. I don’t like that word. Living in New York for a couple of years really introduced me to the whole streetwear, independent culture. Small companies putting out dope gear really keeps it fresh. In India, we don’t have any streetwear/urban labels. I mean when was the last time you saw a skateboard on your local street or a couple of Indian kids tagging up a wall. So, I formed Keylow out of a necessity really. Guys in India don’t have much of a choice in terms of quality and size. I mean in India an XL is closer to a medium and forget about the prints. Who the hell wants to wear “Athletic Sports Brand 69” as a chest print. I put out prints that are based on my personal influences ranging from music, patterns, imagery, fine art and any other random thoughts I might have. As for the name, Keylow works out like this: Karan Gonsalves ->  KG -> Kilogram -> Keylow. It was kind of a nick name my close buds have been calling me since I was a kid.

In Pics: KEY LOW made in India.

Your company is about two years old now, what inspires your designs?  How do you make sure Key Low always stays fresh?
Again, it’s really random. I get inspired just walking around, reading books, listening to music etc. Sometimes an idea just pops into my head. Off late, I have tied up with a few illustrators whose style I like and have had them do a couple of prints for me. I just did 2 prints with Craig Watkins aka Wotto and a one off print with Issa… aka Dr Bombay, a fantastic French tattoo artist who was living in Mumbai for a while. I will continue to work with illustrators to put out fresh prints as well as push my own casual designs.

 In Pic: The ISSA KEY LOW print

Tell us about world famous t-shirt illustrator Craig Watkins? 

Craig is fantastic. He has been printed already on DBH (designsbyhumans), threadless and a bunch of other sites. I reached out to him and we decided to print 2 tees for India and see how it does. I love his style and the artwork pops on the tees. Hopefully, in the near future, we can have at least 2 every month from him. 

In Pic: www.WottoArt.com

Would you say starting your own t-shirt company is a lucrative business? 
It depends. Like any business there has to be a scalable model behind it. You make money when you sell 10,000 pieces per month. Printed tees are awesome and all, but I also make everyday regular wear for guys. So you can pick up a plain round neck/V-neck/Raglan/Henley/collared in around 20 colours from me as well. In addition, I use a fabric finish that no one in India uses. It makes the fabric really soft and at the same time the quality is top notch. The goal really is to build a company that offers a wide range of simple everyday clothing for men. You know living in India, when was the last time you saw a teal V-Neck for sale? Well, we got it.


Besides Key Low, what have been some of the t-shirt companies you’ve loved and worn? 
So many… Zoo York, Crooks and Castles, Dissizit, LRG, Alife, Jeepney, Tits, Exact Science, RVCA, Sneaktip…the list goes on and on.

In pic: RVCA made in California

Out of your collection, pick out the three designs, which have been bestsellers and tell us why you think they were popular?
The “I rather be in Bandra” Tee was a huge hit… well being a Bandra boy and all…what do you expect? Then I did a “Run Bombay” tee… a play of the RUN DMC logo. Also, the Nietzsche tee was a hit.

In Pic: KEY LOW bestseller

Personally, which is your favourite?
Right now, I rock the hell out of DJ tees… the one with all the DJ/bands I jam out to when I wanna dance.

You’re based in Bombay, spotted any of the Bollywood, VJ types sporting your t-shirt? 
Seen a few. Let’s leave it at that. :)


You are stuck on a deserted island with a life supply of batteries and a boom box, list out 6 life changing must-have albums you’d like to have with you and why?

1. Jay-Z – Reasonable Doubt – You have to have one Jigga album. Period. 
2. Daft Punk – Homework - Need I say anything about this piece of art. 
3. Any Led Zeppelin album
4. Zero 7 – Simple things – to chill out.
5. Cassius – 1999 – My feeling for you… just for that track. What a beat!!!
6. Notorious BIG – Ready to Die – The best lyricist of all time... although you can’t go wrong with any RAKIM album as well. 
7. The Supermen Lovers – The Player – Pure French House.

Join the Key Low Facebook fan page: Click here
Check out the Key Low website: Click here
Shop for Key Low T-Shirts Online: Click here


Key Low and You Heard It Here First will be running a competition where you can win two limited edition Key Low t-shirts designed by Craig Watkins... Hold tight. - SG