Designer Nida Mahmood & Artist Raul Chandra partners with Nike to launch T-shirts

Adding to the ongoing world cup frenzy in the subcontinent, designer Nida Mahmood & artist Raul Chandra of New India Bioscope in association with Nike present an eccelctic new line of T-shirts, inspired from "Gully Cricket". The limited edition designer range is readily available at all Nike outlets across the country.

In this collection, the artists have tried to translate the strong cultural references of Gully cricket and its unique nunances on the garments, focusing on Indian street imagery. The visual imagery, typography and verbiage which are representatives of this culture find resonance in the designs.

"Cricket in India is not just a sport. It is a religion- that is born in the streets. The concept of Gully cricket comes from our very own streets. One can see it in the nooks and crannies of the streets amidst cows, rickshaws, trucks and fruit carts. It unites the whole country in its own way. We have tried to capture similar sentiment on the garments with a lot of street typography." Say Nida Mahmood & Raul Chandra

The color palette is inspired from stark, bright painted colors that one can see on Indian streets. There is also a conscious use of the tri-color ' from the Indian National Flag ' but in a very subtle matter, because sport and patriotism go hand in hand. At the same time there is also a sprinkling of an edgy feel to keep in tune with the look of the youth.

The collection has strong Indian street imagery supported with street typography. Cricket related text replaces the usual text in most places playing on the cricket context on street imagery to the fullest. Use of hand painted letters, street signage; vernacular scripts mixed with contemporary, present day and futuristic fonts add the Bioscope twang all the way.