Blume Ventures and a few other unnamed investors have invested an undisclosed amount in VoxPopClothing, an e-commerce website that sells limited edition t-shirts related to superheroes. The site, launched in September 2013, is a licensee of character T-shirts for brands like Disney, Marvel, DC Comics and Star Trek. It also claims to have designs inspired by Dexter and The Game of Thrones, but we couldn't find any on the site. Apart from selling through their own website, the company is also offering their t-shirts via ebay. However, their products are not available in Flipkart or any other Indian e-commerce site. UPDATE: VoxPopClothing informed us that they also distribute their tshirts to Flipkart and Jabong. VoxPopClothing is also running contests to crowdsource designs and the winning designs will be later sold on the site. The winning designer will also receive Rs 10,000 as reward. Currently, it is running t-shirt design contests around these themes -- shades of Mickey, less is more, retro art, power to the people, rock and chemistry. Differentiation? Though VoxPopClothing has licenses to use superhero motives in t-shirts, it's does not seem to be the only one with this license in India. Almost all the big players including Flipkart, Myntra, ShopCluesare are selling such tshirts, then there are sites such as WhiteKalia, ThinkGeek and Planet Superheroes that sell only superhero and pop-culture merchandise. It remains to be seen what VoxPop does to differentiate itself from competitors in such a crowded and competitive, yet niche, market. It would make more sense if they expanded their offering beyond clothing and started selling other merchandise based…
