Denim with a Kick Vidyut Jammwal joins Spykar for bold new ‘Chico’ fit

MUMBAI: He’s kicked villains in mid-air, scaled walls like they’re gym equipment and now, Vidyut Jammwal is doing high-flying fashion too.

In a move that spells style with swagger, homegrown denim giant Spykar has roped in action hero and fitness icon Vidyut Jammwal as the face of its latest campaign for Chico, the brand’s most desirable denim fit. Described as confident, relaxed, and engineered for comfort, the Chico fit is all about freedom of movement without compromising on sharp aesthetics qualities that make Vidyut the perfect match.

“Spykar represents a mindset, one that’s confident, original, and unapologetically expressive. Joining the Spykar community felt like a natural fit for me, and being part of the Chico campaign is an exciting way to celebrate style with purpose. Chico is not just about denim, it’s about freedom, strength, and owning your space with pride,” said Jammwal.

The Chico fit sits at the intersection of form and function crafted from premium stretch denim, tailored with a relaxed silhouette, and designed for breathability and performance. Whether you’re running errands or running parkour (à la Vidyut), these jeans are built to move with you.

Spykar CEO and co-founder Sanjay Vakharia added, “Spykar has always spoken the language of denim i.e. expressive, unapologetic, and relentlessly authentic. With Vidyut joining our community, we’re not just adding a face; we’re amplifying a mindset. Chico represents everything a denim universe requires style, performance, and purpose.”

The campaign celebrates the rise of a fashion-forward, purpose-led generation, one that chooses comfort without compromising on individuality. With its Rs 2,000 price point and mass-appeal silhouette, Chico is more than a fit, it’s a flex.

Spykar, known for being tuned into India’s evolving youth culture, positions this launch as more than a fashion drop. It’s a statement about style, power, and living unapologetically. With Vidyut’s all-action persona and Spykar’s cool credentials, it’s clear: denim just got a whole lot daring.