Revolutionizing the trends!

    Yesterday I wanted to buy a casual T-shirt that I can wear at home and went to the usual brand Jockey (yes, am guilty for not promoting local). I was shown various colors but what stood out was prominently 3 colors - green (fluorescent you can say), yellow (desert sun as they promote it) and orange rust (or saffron to be precise as per Indian context).  I had a green so did not want to repeat it, so I choose orange. Due to obvious reasons(COVID-19) trial of the T-shirt was not allowed in the shop, so I came back to home for trial. On wearing it did I realize that the how localized Jockey has been in terms of color....saffron has been a traditional Hindu color. Saffron is now being promoted as color of 'Hindutva', thou I don't want to politicize my blog on the color context. Ha ha, haven't we seen sufficient color controversies in the world lately?

       From the promotions of the brand point of view, Jockey has hit the bull's eyes. It has localized its brand to the customer's tastes along with keeping up the current moving trends, as in the case of fluorescent green. As per Vaastu (Traditional Indian system of architecture), the colors of yellow and orange on the walls of the house resembles the Sun rise and Sun set. These are meant to promote happiness, purity, vibrancy, warmth, action, wealth and concentration. It is said that yellow is liked by Goddess Lakshmi. There follows the knowledge and money. 

     Any color you wear, as long as you feel the comfort and if you can carry it off, you have the style. Question is whether you want to showcase your style or just go with the trends? Its your choice right. How about revolutionizing the current trends to meet the local needs? The Concept of 'AND' and not just 'OR' in combining the two. Today's youth should be happy with these spoilt choices. Only concern is - when are we going to have a Indian brand that revolutionizes the world?