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JCM —
Premium 240 GSM tees for people who refuse to blend in.
JCM T-Shirts sells premium cotton apparel under the line "Be different in the world" — 51 products across oversized and regular tees, polos, hoodies and sweatshirts from Rs799 to Rs2,199, including a pickleball-themed range. Every tee is cut from 240 GSM cotton.
The challenge
A 240 GSM tee costs more to make and more to buy than the 180 GSM the category runs on, and that difference is invisible in a product photo. The problem was getting the weight to register as a reason to pay more rather than as a number in a spec list.