Groove gains ground as Jockey drops a winter athleisure remix

MUMBAI: Winter wardrobes are getting louder, looser and a lot more expressive and Jockey is clearly listening. Page Industries Ltd., the exclusive Indian licensee of Jockey International Inc (USA), has rolled out the latest drop of its fast-growing athleisure line, JKY Groove, doubling down on its appeal among Gen Z consumers. Timed for the winter season, the new edit leans into trend-forward silhouettes, relaxed proportions and colours designed to stand out rather than blend in.

The refreshed collection expands JKY Groove across both women’s and men’s categories, introducing oversized T-shirts, hybrid sweatshirts, wide-leg trousers and utility-inspired separates. Built with what the brand describes as best-in-class fabrics, the range balances softness and durability, pairing everyday comfort with functional detailing meant for long, on-the-move days.

The timing is deliberate. Athleisure has moved well beyond workout wear, cementing itself as a daily uniform for younger consumers shaped by streetwear culture, hybrid lifestyles and a preference for clothing that works across college, commutes, travel and social plans. For Gen Z, comfort is non-negotiable but so is individuality. JKY Groove positions itself squarely at that intersection.

“JKY Groove has quickly become one of our strongest youth propositions, and this drop builds on that momentum,” said Jockey India chief marketing officer Nihal Rajan. He added that the latest collection sharpens silhouettes, refreshes the colour palette and places renewed emphasis on functionality to reflect how young consumers are styling themselves across different settings.

The new drop is now available at select Jockey exclusive outlets, leading online marketplaces and on jockey.in, with a focused rollout across key metro cities. To support the launch, Jockey India has kicked off a youth-centric, multi-platform campaign featuring an energetic brand film, digital-first storytelling and in-store experiences designed to spotlight the collection’s mix of versatility, comfort and trend-led design.

As India’s athleisure market continues to blur the lines between fashion and function, JKY Groove signals Jockey’s broader shift from innerwear staple to lifestyle player, one oversized tee and wide-leg trouser at a time.