Fashion innerwear and athleisure for the millennials
Pepe Jeans recently launched their premium innerwear range in India in a joint venture with Dollar Industries. Pepe Jeans Innerfashions will offer and market a premium range of athleisure and innerwear for men.
Speaking about Pepe’s foray in the segment, Mr Suresh Nambiar, Chief Executive Officer, Pepe Jeans Innerfashion Private Limited, said, “Pepe Jeans has come a long way since the brand first entered India. Starting out as a denim and casual wear brand, today Pepe Jeans has also expanded its presence across categories such as kidswear, footwear and eyewear. With an illustrious brand legacy, Pepe Jeans vision is to enter all categories that it can complement with and so Innerwear was a natural extension for the brand.”
About the innerwear range
ONLY PLAY – As the name sounds, combines free movement with great style. With breathable stretch fabric and vibrant prints, pick one for each day and elevate your personal style.
CLASSIC – The classic range of underwear and vests is designed to add elegance to your style with solid colours and fashionable prints. The innovative ultra-fresh technology promises to keep you cool, dry and odour free throughout the day.
BLACK GOLD – Black gold is designed to pamper you with a luxurious feel. The rich texture is aimed to transform your wardrobe with the sophisticated prints. Step out for a great evening, armed with perfection.
The athleisure range meanwhile, combines high performance and leisure. It keeps you cool, fresh and comfortable while you work out or chill at home.
Aimed at the age group of 18-40, who will continue to be the brand’s core audience, Pepe does have products
targeting all age groups for men.
Speaking about the expansion of these two categories—men’s innerwear and athleisure, Mr Nambiar states, “We have aggressive plans and at present are available in over 30 cities across South India and will have the Indian sub-continent covered before Diwali ’19 across all retailing channels, i.e., LFS, EBO’s, Pepe EBO’s, and multi-brand distribution.”
As for the intimate wear segment, Mr Nambiar feels that “this is a serious category and the market is up for grabs only for those who can give it 100 per cent attention and not just as an add-on category.”
The innerwear range is available in sizes S to XXL and is priced at INR 349 (2pc pack) to INR 649 (Black Gold). The athleisure range comes in sizes S to XL and is priced at INR 599 to INR 1499.