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India’s Lux Industries launches Virat Kohli-led premium innerwear brand ‘One8’

India-based Lux Industries has introduced its newest One8 innerwear range to the Indian wearers. Virat Kohli’s One8 brand after entering the athleisure, men’s formal wear and fragrances market, is now looking at the lucrative men’s innerwear segment.

Udit Todi, Senior vice president, Lux Industries said, “One8 is set to fill the gap of a significant product offering and marketing innovation in the premium innerwear domain. The exciting look of the product range is in conjunction with the imagery and ethos of Virat as a personality. We do hope One8 will become the most preferred brand in the premium category representing the youth of India.”

With the launch, the company aims to tap the premium innerwear segment in the country.

The collection will include briefs, trunks, vests, boxers, sleepwear and socks.

Artimas Fashions Private Limited, a wholly-owned subsidiary of Lux Industries, will design, manufacture and market the brand in the country.

Kohli, Indian cricket team captain, said, “I am extremely enthusiastic and optimistic about releasing the One8 innerwear campaign. We look forward to connecting with the consumers through this new range of premium innerwear from One8. We will soon be launching the entire range of products.”

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