Virat Kohli partners with Lux industries for One8 innerwear collection
Indian cricket team captain Virat Kohli has collaborated with Lux Industries to launch his own innerwear & sleepwear collection under the brand name ‘One8’.
After foraying into the athleisure market with Puma’s One8 collection, Virat is now looking to enter the men’s innerwear segment currently worth Rs 6,330 crores ($1.2 billion) and has signed an exclusive brand licensing agreement with Lux for premium men’s innerwear and sleepwear.
The partnership is similar to that with Puma wherein Lux Industries will design, manufacture and market the One8 innerwear & sleepwear range that includes socks, briefs, trunks, vests, boxers, sleepwear and socks.
The partnership with Virat is expected to further strengthen Lux’s market position in the innerwear segment in India. The tie up with Kohli’s One8 brand will also give a boost to Lux Industries global ambitions which had planned to expand presence in international markets for growth.
On his collaboration with the brand Virat Kohli said, “With One8 we intend to make a substantial inroad in men’s premium innerwear segment and I am glad to partner with Lux Industries as they have the right expertise to augment growth. I am extremely passionate about One8 as a brand and now feel confident about establishing the brand and reaching out to the right audience in India and abroad.”
The 10 year deal was signed by Kohli and Cornerstone Sport, the license owner of One8 with Lux Industries’ wholly owned subsidiary Artimas Fashion.
“With One8, Lux Industries aims to disrupt the premium innerwear segment thorough innovative product offerings. We feel extremely confident that the distribution and resource strength of Lux Industries coupled with the youth appeal of Virat Kohli will make One8 the most preferred brand in the premium category for the youth of India in a couple of years,” said Saket Todi, Senior Vice President, Lux Industries Ltd in a statement.
Udit Todi, Senior Vice President, Lux Industries Ltd added, “Lux Industries’ plan to associate with Virat Kohli is to fill the need-based vacuum that is created in the premium innerwear category and with One8 we would be able to provide a perfect synergy to that requirement.”
Lux industries offers innerwear & sleepwear products to men, women & kids, it is retailed in more than 450,000 stores across India and also has a strong online presence.
Copyright © 2021 FashionNetwork.com All rights reserved.