A cult T-shirt business based on that classic old Black Country call-sign, “bostin!”, is set for a bumper Christmas.

Donato Esposito is the founder of Bostin, a  fashion business celebrating the spirit of the Black Country, and more recently Birmingham, with logos such as “Yummy Yammy” and “Yummy Brummy” 

Mr Esposito registered Bostin (loosely translated as “splendid” for outsiders) as a trademark in 2002, after watching Black Country Rock, a musical by his brother and ex-Birmingham poet laureate Giovanni Esposito.

Since then the Bostin T-shirts – sold online at www.bostin.co.uk – have been a hit with Midlands personalities like TV presenter and Baggies fan Adrian Chiles and comedian Frank Skinner as well as those keen to advertise their Black Country roots. 

Last month Brummie BBC presenter Phil Upton wore his claret and blue Bostin T-shirt during an interview on BBC1 with Black Sabbath guitarist Tony Iommi.

As business has grown, Bostin has secured a deal with a Kidderminster firm to print and dispatch the T-shirts to a growing number of customers.

Mr Esposito said: “The Bostin brand is going from strength to strength. To date we have shipped a couple of thousand T-shirts, hats and bags, and are looking to expand our range produced in the Black Country.

“From the feedack, it is predominantly ex-pats from the Black Country and Birmingham who have been buying them. 

“But some people definitely find them cool. One editor from a fashion magazine saw someone wearing a Bostin t-shirt in Regent Street in London and immediately ordered one.”

Mr Esposito added: “This Christmas we are hoping we can put a smile on many people’s faces when they open their Bostin T-shirt present.

“Customers have also been sending in pictures of their shirts from all over the world: Sydney Harbour Bridge, Grand Canyon and Great Wall of China, so we have started an online journal with a section called ‘Bostin Around the World’.”