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Artimas Fashions introduces one8 innerwear in collaboration with Virat Kohli

With the core message ‘Comfort for the restless’, one8 has initially launched two ranges under ‘Edge’ and ‘Game’, which include innerwear varieties and socks in the premium category

Artimas Fashions Private Limited and one8 by Virat Kohli have announced the official launch of the one8 innerwear range through e-commerce channels. The partnership between both the entities was facilitated by Cornerstone Sport, which exclusively represents cricketer 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 cricketer 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 on Monday with a TVC campaign featuring Virat Kohli. This launch was planned post a year-long conceptualisation of marketing strategies and execution of a TVC to build better brand connect with consumers.

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 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 offerings have 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’.

Nischal Puri, MD, Artimas Fashions Pvt. Ltd., said, “It took us more than 14 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 of our times. The association aims to build exclusivity in the category among 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 the next quarter. After tapping the innerwear market in India, we look forward to taking the brand international in the coming years,” he 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 Game with prices starting at Rs 181.

Saket Todi, Senior Vice-President, Lux Industries Ltd., 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.”

Udit Todi, Senior Vice-President, Lux Industries Ltd., 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 that 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.”

With an aim to redefine the innerwear comfort, the brand intends to fill the existing void in the premium innerwear market in terms of the product offering and marketing innovation and positioning. Kohli, being a prominent youth icon in India, looks forward to establishing brand one8 that resonates with his individual personality to fill this industry gap.         

The video:

Artimas Fashions Private Limited (AFPL) aims to rekindle men apparel and innerwear segments with a singular objective of offering consumer brands that reflect their lifestyle. The company has exclusive licence for one8 innerwear and loungewear and owns Actimaxx – the active wear brand.
one8 is Virat Kohli's brand conceptualised by Cornerstone, a Mumbai-based sports management and talent representation agency, which represents Kohli.

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