De-Branding John!

John Abraham is not our usual celebrity. At heart, he is still the bindaas Bandra boy. And being a Bandra boy, all the actor wants to do now is de-glami-fy labels and brands that have come to define our consumerist culture.



Take the latest release Aisha, for example, which sees Sonam Kapoor decked in gorgeous outfits from high-end, expensive brands. John, on the other hand, believes that it is possible to look equally good without spending a fortune on clothes. And he is most certainly speaking from experience - the actor is known for notoriously walking into events wearing a comfortable ensemble of jeans, t-shirts and chappals - none the known tag names!


John is now all set to release a line of comfy chappals next year and hopefully following that will be a range of the inexpensive worn look t-shirts. He firmly believes that the Indian definition of 'cool' should be influenced by comfort more than anything else, and especially not the Western hype for brand names! One ought to be, in John's opinion, proud of the dhotis and Pathani suits in traditional fabrics like khadi and silk. In his words, it is only after we are at ease in our own desi clothes, that we can be confident in our own skins.

If a trend setting icon is to be established to promote desi-fashion, John can certainly be the man! And eagerly, we await his line of products - if they promise to hold half the charm of his person!