UNDERJEANS by Spykar to energise men’s underwear category

As the economy and the world is adapting to the new normal, Spykar is introducing a revolution in the men’s underwear category with their latest launch – UNDERJEANS; innerwear with the soul of jeans.

Over the last three decades, Spykar created a whole new paradigm in fashioning denims and virtually created a new category by being consistent at bringing out new trends, every single year. With Underjeans, Spykar has endeavoured to recreate the same phenomena for the most neglected, unspoken and the most taken-for-granted garment in a man’s wardrobe: “the underwear”.

Speaking on how this innovative product line was conceptualised, Sanjay Vakharia, CEO of Spykar Lifestyles said, “Every man loves his jeans because it represents the personality of the wearer. However, consumers are not given a chance to pair it with a like-minded, super- personal innerwear. Underjeans has been created for the lover and patron of not just Spykar, but any brand of jeans, because every jeans enthusiast deserves underjeans.”

The brand has been created as a response to a felicitous question, “Where can a fashion conscious jeans addict find his own reflection of style, fit and comfort for his second skin?” The range has been specially designed using an exclusive technique of 4 ways Lycra mesh, and combined with extra fine fabric for better breathability. The brand will introduce briefs, boxers, vests and tracks.

Underjeans has been launched on social media as a new entity and exclusively on Amazon and will be launching on Myntra and Flipkart in the coming weeks.

“Content consumption on virtual mediums has seen a spike in the current scenario. Keeping this thought in mind, our campaign is currently focused on creating buzz and awareness on social media. We are concentrating our energies on e-commerce as well as outdoor advertising,” said Saisangeeta Israni, GM – Marketing, Spykar Lifestyles.

The marketing campaign is aimed to showcase the comfort and style element of the product through a mix of traditional and non-traditional mediums like outdoor hoardings and social media activities.

“The product is designed with the same young and restless spirit for the youth of the country” added Israni.

Established in 1992, Spykar has been one of the leading fashion apparel brands of India, and is especially well known for its fine quality denim. With a penchant for defining dressing styles, executing exciting new product launches and a zest for creating fashion for young India, Spykar is known for its well complimented products with surprising fashion staples that add a hint of play, as a key signature element of the brand. Truly a brand for the young and growing Indian consuming class.