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Electronic Funk

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Posted online: Wednesday, April 16, 2008 at 12:46:43


That lone guy sitting by the bar, pining for a girl dancing beside him, finally has it made. Yashodhara Raj and Rahul Pandit’s Ray Store has unleashed the famous, sound-sensitive T-Qualizer T-shirt and Dancing Girl designs since the beginning of the year. “As far as we know, no one in India has brought down these designs before. The first time we wore it for a Parikrama concert, right from the cops to the audience, everyone wanted to touch it. We had more people looking at us than Saif Ali Khan on stage,” says an elated Raj.

The T-Qualizer (Rs 1,500) traces its origins to Cyberdog, an internationally renowned fashion and culture icon, a clothing label hugely popular with trance kiddies in the late ‘90s and early part of this decade, who wanted to make themselves glow in as many different colours possible, no matter how silly they looked. Since then, the average clubber has adopted a more stylish, casual look but the T-shirts have their own charm.

The couple promotes the merchandise the best way they know: wearing their tees when they go clubbing every week. “Sales are okay, but the response is awesome,” says Raj. Like Raj’s effort that’s big on ideas and small on marketing, Manoj Darji operates out of an inconspicuous back road at Lamington Road. For the past 11 years, Darji’s designs have traveled across the city, and he’s eventually branched into moving electronic displays. “I was inspired by designs I’d seen in South East Asia,” says the 37-year-old.

“It reminded of a Daft Punk concert, or a sci-fi movie. All those digits are quite futuristic in that setting,” says Sachin Shetty, who stumbled across Darji’s lit-up store, one evening. Another classic accessory that’s making a comeback is the boom box, an icon of popular youth culture in the ‘80s. “There are some things you never let go off,” says DJ Sa, one of the city’s popular hip hop deejays, who refuses to let go of his near-death piece. Vu’s Boom box, a versatile digital media player introduced by Vu Technologies, now plays iPods, MP3 players and even USB drives on the go. The new boom box is a tad pricey, at Rs 10,000, but its looks and funk are sure to win a new generation of hipsters over.

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excellent by Rohit on 17 Apr 2008

They sound really cooool....i wanna buy them...please let me know where are they available..!!

Cool Tees by Sandy on 16 Apr 2008

I too saw it in London at a nightclub....looks cool in the night...Where in India do we get it? Which stores stock it in mumbai?

Where can we buy? by Trivikram on 16 Apr 2008

Where can we buy these T-shirts?

T-qualizer Tee's ROCK!! by Kanika on 16 Apr 2008

Hey i completely agree with Yashodhra of Ray Store, as i too have one of these t-shirts in my wardrobe n they surely do look really cool when i'm out clubbing with friends!! They are hip, trendy n very today!!! Thanks guys it makes me stand out in crowd !!

T-Qualizer t-shirts by Sanjeev Sharma on 16 Apr 2008

I have seen these T-shirts and they look simply awesome. These are sold online at www.theraystore.com and I picked up the dancing girl design. I have all my friends asking me how in the world does this thing work. Their online store has quite a number of cool designs. Check out www.theraystore.com for the t-shirts and cushion covers.

cool by navin on 13 Jul 2008

i use this t-shirt when i ride my bike.it looks really cool at night.thank you ray-store.

really good by navin on 29 May 2008

this dancing girl comes only in one colour is it..

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