An internet-based company selling Filipino-inspired T-shirts is gaining popularity among Filipino-American youth.

In a report by ABS-CBN North America News Bureau correspondent Don Tagala, more and more young kababayans are wearing shirts designed and sold by a company called ethnikroots.com. It’s a hit even among the fashionistas.

"These shirts have substance. Something that has a little bit more of a value, culture behind it. We like to incorporate those values, heritage into the mix but in an urban fashionable way,” said owner CJ Borja.

Ethnikroots.com is a popular website that's cashing in on the Pinoy brand. The Chicago-based company designs shirts using popular Pinoy images like the Filipino sun and printed Tagalog words such as Filipina.

For Augustus Mangubat, the shirts are fashionable and sold at affordable prices.

"The prices are good. In this economic crisis, in these times, you know you have to be wise with your money,” Mangubat said.

Most online retailers sell the shirts from US$10 to about US$30.

Borja said business is good even with a slumping economy. In slow months, they sell at least 50 shirts. But in busy months, they could sell more than 400 shirts in just three days.

However, as more competitors set up shops online, ethnikroots recently diversified its line to non-Pinoy ethnic designs to widen its market reach.

With ethnikroots' growing popularity among the youth, some clothing stores in California may soon be stacking their shelves with Borja's design.

Filipino designers like ethnikroots not only bring out the Pinoy flavor into the streets of fashion but the budget-friendly price is a sure hit whether you are a fashionista or a reccessionista.