YOUNG entrepreneur Joe Senior is aiming to beat the pound shops at their own game – by selling T-shirts for a quid.

Joe, 17, runs a website business, Modern Fairytale Club, with brother Tom, 31.

The Golcar brothers were fed up with pound shops stealing a march on Huddersfield’s independent shops.

So they decided to come up with a special promotion to boost the town’s thriving, but often hidden, independents.

From today Joe will have 300 leaflets in six of Huddersfield’s independent fashion stores.

Shoppers can pick up a leaflet and use the unique code to buy a T-shirt from Modern Fairytale Club’s website.

Instead of the usual £15 price tag, the shirt can be purchased for just £1.

Joe, who is studying business finance and economics at Huddersfield New College, said: “Pound shops are springing up everywhere but I wanted to strike a blow for the independents.

“Huddersfield has some great independent stores but people don’t know about them.

“There are people at college who go to Leeds and Manchester when there are great places on our doorstep.

“Hopefully we can encourage people to shop local.”

Joe joined forces with Tom just over a year ago to launch their on-line business.

Tom designs the T-shirts while Joe sells them.

So far they have sold about 1,500 worldwide and are, inexplicably, big in Scandinavia.

The leaflets will be in the following shops: Soi77 in Imperial Arcade; Dais Boutique, Connoisseur’s Independent Trading Post and Left Bank in the Byram Arcade; Wood in Market Avenue; and Magic Vintage in John William Street.

The brothers’ website can be found at