MUMBAI: With an aim to offer its branded clothes to a wider audience, Yash Raj Films has partnered with lifestyle digital platform FreeCultr Express.

FreeCultr Express is a crowd-sourced design platform that allows anyone to create and sell t-shirts through their very own personalized tee-store featuring original and authentic digital content. With this partnership, now YRF branded tees will be available on FreeCultr Express.

The online tee store goes live on 5 June, 2015 and fans can buy merchandise from YRF movies across genres.

Yash Raj Films vice president marketing and merchandising Manan Mehta said, “Our audience loves the movies we make and our attempt as YRF Merchandise is always to give them a complete experience of brand YRF. For the audience, T-shirts are an extension of their personalities and these designs mean different things to different people - to some it's a work of satire, and to others it's a tribute, and for some it is their way to hold on to a piece of movie that they can take home. And in FreeCultr, we have found that right partner and platform to reach out to our audience and serve them better.”

FreeCultr CEO and co-founder Sandeep Singh added, “We at FreeCultr are thrilled to bring to our customers an opportunity to re-live the favourite moments. Bollywood in India has always been larger than life and now FreeCultr through its platform – FreeCultr Express, is offering the fans to wear this attitude. We are honoured to have a prestigious brand like Yash Raj Films coming on board with us!”

The YRF Store will feature some of the most popular screenshots, characters and dialogues on tees across eras and genres. From Dilwale Dulhaniya Le Jayenge and Dil Toh Pagal Hai to recent films like Dhoom 3, these tees have everything that resonates with GenX.

The T-shirts will be available at http://www.freecultr.com/store/yrfstore and have designs for both men and women. They come under two variants – the casual wear and the active wear.