One8 enters innerwear market as Virat Kohli launches two new product lines

By

Isabelle Crossley

Published
Jul 22, 2019

Cricketer and celebrity Virat Kohli will launch two innerwear brands for his clothing label One8, “Edge” and “Game”, in collaboration with Lux Industries’ subsidiary Artimas Fashions.

One8 will enter the men’s innerwear market, a swift growing sector in India. The brand will begin by launching two lines, Edge and Game, online before later launching them in stores across India during the next quarter. 

Over the course of the coming year, the brand aims to launch the line in over 70 Indian cities before gearing up for an international launch. Edge and Game will retail products such as premium socks and prices will start at Rs 181 ($2.62).

“I am excited and optimistic about the launch of One8 innerwear,” Kohli told ET Bureau about the launch. “Today’s era is defined by the restless and dynamic youth of the nation, where style and flexibility go hand in hand with comfort… With this launch, we not only aim to revolutionise the industry, but also intend to evolve identities synonymous with the brand.”

“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,” said Artimas Fashions’ managing director Nischal Puri. The lines were created over the past 14 months and the partnership was facilitated by Cornerstone Sport, Puri said.

One8 is also in partnerships with the international sportswear brand Puma and Indian business Aeon Sports India for retailing clothing, shoes, and accessories. The brand has also made licensing agreements for other product categories such as energy drinks and fragrances.