Kolkata, Jul 24: Artimas Fashions Private Limited and one8 by Virat Kohli have announced the official launch of one8 innerwear range 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. Commenting on the launch of the innerwear products from one8, Indian Cricket Team captain Virat 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 revolutionize the industry, but also intend to evolve identities synonymous with the brand.”
Speaking on the occasion, Mr. Nischal Puri, MD, Artimas Fashions Pvt. Ltd. said, “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. ”
The men’s innerwear industry in India is marked at Rs 15,000 crores, out of which INR 5,200 crore is dedicated to the middle and the premium market segments and one8 innerwear aims to position itself in this segment.UNI