CHENNAI: Chennai-based Tamil urban street-wear brand, Angi Clothing, incorporates Tamil language and culture as design elements. The brand caters to a Tamil audience, drawing inspiration from Tamilian folklore. Angi’s founder, Srivatsav, was searching for communities to discuss Tamil typography but found none in the city. Alongside Aravindh Raj, who was working with Angi at the time, Srivatsav initiated a project called Ezhuthu Atti five months ago.

“This is a platform to promote Tamil typography. We were creating many Tamil designs for Angi. So, we thought, why not start an initiative to promote Tamil typography? We are overwhelmed by the response from people. In the last few months, we hosted a few meet-ups,” says Srivatsav.