MUMBAI: Artimas Fashions Pvt Ltd and one8 by Virat Kohli have announced the official launch of one8 innerwear range today through e-commerce channels. The partnership between both the entities was facilitated by Cornerstone Sport, which exclusively represents the Indian cricket captain Virat Kohli. The one8 innerwear has initially launched two ranges under, ‘Edge’ and ‘Game’, which include innerwear varieties and socks in the premium category.
Artimas Fashions Pvt Ltd, a subsidiary of Lux Industries Ltd, is the official licensee for Indian cricketer Virat Kohli’s one8 innerwear collection. Having announced the tie-up with one8 in the previous year, the company has officially flagged off the brand on e-commerce today with a TVC campaign featuring Virat Kohli. This launch was planned post a year-long conceptualisation of marketing strategies and execution of the TVC to build better brand connect with the consumers.
Commenting on the launch of the innerwear products from one8, 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 the field. The same ethos has been carried forward into the entire range of innerwear. With this launch, we not only aim to revolutionise the industry but also intend to evolve identities synonymous with the brand.”
The brand offering has been thoughtfully created for a generation which is always on the move and believes in finding comfort in every situation. one8 innerwear’s marketing proposition primarily focuses on this aspect, where the brand is portrayed as the ideal representative of the restless youth. Staying true to brand philosophy, the subtle branding strikes a chord with the core messaging “Comfort for the Restless”.
Speaking on the occasion, Artimas Fashions Pvt Ltd MD Nischal Puri said, “It took us more than fourteen 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 icon 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.
The men’s innerwear industry in India is marked at Rs 15,000 crore, out of which Rs 5,200 crore is dedicated to the middle and the premium market segments and one8 innerwear aims to position itself in this segment. With the initial market launch, the brand has unveiled its range through two collections, Edge and Gamewith prices starting at Rs 181.
Speaking on the occasion, Lux Industries Ltd senior vice president Saket Todi said, “We are extremely pleased and optimistic about the association with one8. We believe this association will not only redefine the industry but will also aim at evolving distinctiveness synonymous with the brand.”
Lux Industries Ltd senior vice president Udit Todi added, “With the launch of one8 innerwear range, we look forward to a better brand connect with the consumers. We hope to offer a brand which resonates the personality and ethos of the youth. We believe that it will become the most preferred brand in the premium category representing the youth of India.”
