Artimas Fashions, a subsidiary of Lux Industries, and one8 by Cricket captain Virat Kohli are all set to introduce one8 men’s innerwear range. Initially, One8 will be launching two ranges under ‘Edge’ and ‘Game’, which include innerwear varieties and socks in the premium category.
The partnership between both entities has been facilitated by Cornerstone Sport, which exclusively represents Kohli.
Kohli said, “I am excited and optimistic about the launch of one8 innerwear. Today’s era is defined by the restless and dynamic youth of the nation, where style and flexibility go hand in hand with comfort. As a sports person, I am extremely cautious when it comes to finding comfort both on and off-field. With this launch, we not only aim to revolutionise the industry, but also intend to evolve identities synonymous with the brand.”
Nischal Puri, MD of Artimas Fashions, stated, “It took us more than 14 months to conceptualise and finalise the concept for the one8 innerwear launch to align it with the fact that it is a brand, owned by one of the biggest youth icons for our time. The association aims to build exclusivity in the category amongst the youth since the brand conception is created on the dynamism and spirit of Virat as a personality.”
“We are initially introducing the brand through e-commerce and we aim to launch it through physical retailers by next quarter. After tapping the innerwear market in India, we look forward to taking the brand international in the coming years,” he further added.