The actor will launch a homespun menswear brand; wants to make the desi dhoti hip

"It's cool to wear a dhoti, and not just at costume parties, " is just one of the messages actor John Abraham will be spreading. All set to design and market desi homespun men's clothes and footwear, Abraham says he wants to bring back middle-class pride among gen next.

Take for instance, the latest Bollywood release Aisha, which is all about expensive brand names. Sections of society worry that the youth in our country are completely consumerist, but Abraham is not one of them. He wants to use his brand name to, ironically, create a brand-free culture.

Says Abraham, "People are obsessed with labels. Even your self-esteem is defined by your clothes. You don't need designer wear to be cool.

You can be cool without spending a fortune on clothes and accessories. I am a middleclass Bandra boy. And I am glad I can walk into any event, no matter how elitist, in jeans, a T-shirt and chappals."

Chappals as formal wear will be Abraham's first brand-banning campaign. While desisting from blaming the film fraternity for over-commodification, Abraham will now use his iconic status to sell what he calls "governable dreams" to the young.

A line of hip John Abraham chappals for all occasions will be marketed next year, followed by affordable T-shirts.

The actor thinks we need to cultivate our own cool quotient, different from the notions of cool in the West. "If it is cool to be dressed in designer denims for Americans, it should be equally cool for us to to wear dhotis and Pathani suits."

The John Abraham collection of traditional male Indian wear will hit stores next year.

"We need to be as happy with our fabrics like khadi and silk as the West is with its own textiles. Once we are comfortable in our own (desi) clothes, we will also learn to get comfortable with our own skins."