One8 innerwear launches a new collection of luxury innerwear range for men

15 th September 2022, Following the success of their premium innerwear line, One8 by Virat
Kohli, from Artimas Fashions, a subsidiary of Lux Industries, (BSE: 539542 | NSE: LUXIND),
introduced a brand-new collection of luxury innerwear for men – One8 Luxury. Every item from
One8 Innerwear, including briefs, trunks and vests, have proven to offer unrivaled style and fit,
in addition to maximum comfort. The new collection will include 14 new styles and continues to
prioritize the brand’s primary objective to bring “Comfort to the Restless,” with their new line
of luxury inner garments.
Mr Nischal Puri, Managing Director, Artimas Fashions Pvt Ltd, a subsidiary of Lux industries
further added, “We have observed a demand from our customers for a luxury innerwear range
because there is a market gap for reasonably priced yet luxurious undergarments. As a brand
we have always been motivated by our consumers’ demands and this new line of products from
One8 will surely meet their needs. We have aimed to deliver a range that will be a pioneering
product for the industry in India.”
The Indian innerwear market is predicted to reach Rs 68,270 crore by 2024 after expanding by
13% over the previous ten years. In response to the modern consumer demand for improved
products, technology and fabric have been combined to improve fit, hygiene, and comfort in
innerwear. The innerwear market is expanding quickly, and it is now a lifestyle product rather
than just a non-fashionable commodity. The paradigm changed once men began to be the focus
of innerwear brands, and as a result, men are now making deliberate purchasing decisions.
Changing lifestyle choices now also have an impact on the intimate category.
One8’s luxury range is expertly crafted in a contemporary style to give wearers a stylish look.
The fitting allows one to move freely with the utmost comfort. The new collection is made of
premium combed cotton, modal, spandex, that gives a luxurious feel and next level comfort.
One8 has consistently shown exceptional product innovation and market development over the
years. The luxury line is being launched on a massive scale in over 1500 cities and towns. The
brand is sold across 5000 retail stores in India which is increasing by 30% every quarter. To
make luxury accessible to consumers, the price of the range begins at INR 369 only. The
products will also be available at leading ecommerce platforms such as Amazon, Flipkart, and
Myntra.
About Artimas Fashions Private Limited:
Artimas Fashions Private Limited (AFPL), a subsidiary of Lux Industries, manufactures innerwear and garments with
an installed capacity of more than 3 million pieces per annum. AFPL has exclusive license for One8 innerwear and
owns Actimaxx, an activewear brand. Headquartered in Kolkata, AFPL aims to rekindle apparel and innerwear
segments for men with a singular objective of offering brands that reflect their lifestyle.