MUMBAI: Artimas Fashions Private Limited, and licensee of One8 innerwear brand showcased the first look of its innerwear range today.

One8 innerwear collection includes socks, innerwear and sleepwear. Staying true to its brand philosophy, One8’s subtle branding, look and feel emphasizes the simplicity and personal style of the cricketer par genius, while the dynamic colours of the products reflect Virat Kohli’s on-field persona.

Elaborating on the first look of the One8 innerwear collection, Mr. Nischal Puri, Director, Artimas Fashions Pvt. Ltd., stated, “Dynamism and vitality forms the ethos of brand Virat Kohli. It deserves very sophisticated and strategic imagery. Over last several months we have been perfecting the look of One8 innerwear. We are happy with the end product which shall do justice to Virat as a brand and its commercial value. Through One8 we plan to shake up the stereotype that come along with the premium innerwear category through innovative product offerings.”

Commenting on the look unveil of innerwear products from One8, Indian Cricket Team Captain, Virat Kohli, said, “I am extremely enthusiastic and optimistic about releasing the One8 innerwear campaign. We look forward to connect with the consumers through this new range of premium innerwear from One8. We have been dedicating our resources to perfect the look and feel of the products and are confident it will appeal to the consumers looking for a premium innerwear brand. We will soon be launching the entire range of products.”

Speaking about the campaign, Mr. Udit Todi, Senior Vice President, Lux Industries Ltd. 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.”

Mr. Saket Todi, Senior Vice President, Lux Industries Ltd. added, “Through One8 innerwear range, we aim to fill the need based vacuum in the premium innerwear category. We do hope One8 will become the most preferred brand in the premium category representing the youth of India.”

The One8 logo is also stunningly different, stylish, and bold. Each product from the One8 collection resembles Virat’s bold and outgoing personality while also sticking to his passion for an active lifestyle. The high-end innerwear, socks, and sleepwear that will be manufactured by Lux Industries will incorporate One8’s branding, look and feel. One8 is focused on providing the best quality for their products alongside the much necessary comfort that will instantly catch the eyes of the younger generations.