The brand’s ‘Stay Hip, Stay Loose’ campaign taps into India’s growing baggy denim trend.
Spykar, India’s denim-first fashion brand, has announced the pan-India launch of its new denim fit, Ikemen, supported by a campaign titled ‘Stay Hip, Stay Loose’ featuring actor Vidyut Jammwal.
With global fashion shifting back towards 90s-inspired silhouettes, relaxed and baggy denim fits are gaining traction among Indian consumers, particularly Gen Z and Gen Alpha. Spykar said the new Ikemen fit is designed to reflect this evolving preference for comfort-led styling and fluid, gender-neutral dressing.
The campaign highlights two key ideas—Hip and Loose. While Hip represents youth-driven trend awareness and cultural relevance, Loose focuses on comfort, freedom of movement, and effortless styling. The brand positions Ikemen as a response to changing fashion choices, where individuality and ease are becoming central to denim consumption.
Vidyut Jammwal’s association with the campaign strengthens the messaging around confidence and unrestricted movement. Known for his action roles and physical agility, Jammwal is presented as an embodiment of the Ikemen identity—relaxed, bold, and authentic.
Commenting on the launch, Sanjay Vakharia, CEO and Co-founder, Spykar, said, “Ikemen is our response to a clear shift in consumer mindset. Today’s youth is moving towards relaxed silhouettes that allow individuality and ease. With Ikemen we are not just launching a fit, we are building a cultural narrative around how denim and style is evolving in India.”
Spykar said the launch will be amplified through a multi-platform marketing strategy including campaign films, digital-first storytelling, and social media engagement. The brand will also push curated style edits, seasonal look guides, and trend-focused content across media channels to drive Ikemen into mainstream fashion conversations.