What is Dev^0?
APRIL 26, 2025
M.
Buckle up, the origin of this name is about to get deep.
Over the last 5 years, I have somehow grown into partaking in the annual Mahashivaratri festival with millions around the world observing at the same time. I was always in awe of Lord Shiva but there was this inexplicable fear that always kept me away.
As I was thinking of a name for this tee shirt brand that was centered around tamil calligraphy around some of the Hindu deities, I was about to go down to the temple for the nightlong meditative process for Mahashivaratri 2025, and during that time, I figured I was going to somehow name it as a tribute to Him.
We all know him by his many names, Mahadev, for example. I took the word Dev to represent him, and needed something edgy and deeper to add to its meaning. Another one of his names also happens to be, Adiyogi (the first yogi), so I incorporated that by adding a ^0 (to the power of zero), as we know it always equates to 1. It is pronounced, "dey-ve-oh". And the cherry on the cake was, our first drop was all tee-shirts only, with some sticker freebies and suddenly you have, Dev^0 Tees. get it?
ME: What in the world were you thinking starting another company in an even harder space?
MOO: Growing up in my environment, you quickly realise that you got to keep taking your shots because they are digressive in nature as the years roll by. I have one last shot at this entrepreneurship journey, and I figured to keep it different but same. eCommerce is not the same as running a typical tech startup. I am aware of that, but that was what drew me into pursuing it as well. If anything it only gives diversity in my portfolio of holdings.
ME: Where do you see Dev^0 in this fashion space?
In the Getty Center auditorium for the recent “There Will Be Food“ panel.
MOO: Let me say it again, we would like to be right between your Supreme and Sabyasachi category. Ambitious? Yes.. Delusional? Also true. But if we are pouring the same ingredients like luxe, streetwear, south-indian influence, etc. into a domain we believe in, I think something unique can be made out of this. Devotional pieces are what Dev^0 will only put out, but in the form of accessories as well as clothing and collabs with other brands to create one-off type products.
ME: How does Dev^0's drop or release schedule look like?
MOO: It is pretty straight forward. We do not follow the fashion industry's Fall/Summer collection type of seasonal drops. Instead, we will be doing drops only on a select few, popular auspicious Hindu dates which are usually associated with one main deity. Dev^0 will produce a drop for that particular deity with a minimum of 2 designs, 1 usually the Basic Heavyweight 100% Cotton Oversized Tee and the other the Premium Heavierweight 100% Cotton Oversized Tee. Both the designs on these will vary, with the Basic one being less "in your face", and the Premium line usually has graphics screaming at you from a mile away. Meant to be loud and proud intentionally.
Tamale with pepitas at Taco María in Costa Mesa
ME: So what makes Dev^0's drops special?
MOO: Each design will never be reprinted again after the drop concludes. There will ONLY be a maximum of 108 pieces of each design in each colour ever released. This is also intentional, since we do not want our customers to feel like every other guy is rockin the same thing as them. I mean personally, I get put off by a brand as soon as I see it on every regular joe. The Uniqlo oversized tee being a prime example. So rest assured, considering we ship worldwide, I think each of our customer will feel special that they are amongst just another 107 people in the world that has that same piece he/she is wearing. No one else.
ME: Is Dev^0 strictly targetted at the Tamil men's category?
MOO: To be honest, I am a proud Singaporean with South Indian roots. My mother-tongue is Tamil and logically, I started this brand's first drop centered around Tamil men's streetwear. Who knows, we might include other languages in the near future? We are NOT drawing a line based on geography for what brands we might work with and not work with.
ME: What makes your designs stand out?
MOO: Because I have not seen anything like that out in the market as far as I have looked. Literally just rolling the dice on this one, for making something that I would love to rock, especially on days I fast and come as close to being a Saint as possible.
ME: So, when can we expect the first drop?
MOO: There was a fair bit of deliberation when it came to who the products were aimed at. Having been raised around the Panguni Uthiram festival, I knew the items that I was going to drop, but did I really want to launch something that basically gets 100s of 1000s of people wearing my tee shirts, on some cheap templated design and synthetic material?
Or, do I want only a select few of people, rocking it, willing to pay for its' pricier build, appreciating the art and feeling like they own a piece of specialty product.
I can safely say that decision has been made, and things are moving along. Drops by Dev^0 for Panguni Uthiram and Hanuman Jayanti. It is also intentionally dropping after those 2 events have already passed on (11/12 Apr '25).
Dishes at Broken Spanish, in Downtown LA.
ME: Who do you think is the ideal customer?
MOO: Someone like me. Pious on certain days, not the most comfortable in traditional wear, still want to look fresh.
ME: What other designs or items can we expect from Dev^0?
MOO: We would be glad to work on collabs with big brand names in this Hindu, spirituality space. Right now, there is an accessory we are looking to develop, and then prepare for the next drop which will most likely be for...
