Fresh out of the box! Make way for these new men’s innerwear brands

November 9, 2016 written by
A Male Modal Toned body Tuna Underwear

 

The men’s underwear market have had experienced many folds of changes in the past couple of years, men have broken away from their prejudices and have begun to shop for their intimate wear. They are more conscious today and does not give way to anything and everything. They have become demanding and are ready to pay for the best on offer. Paying for a premium tag is the opportunity that many brands have realised, while some have come up with new ranges as an answer, some have launched an entirely new brand to conquer the underwear space for men with true chivalry.

As predicted by Amit Gugnani, Senior Vice President, Fashion for Technopak, the menswear market with a market size of INR 87,500 crore (USD 16 billion) plus, was the largest segment in India’s apparel market, accounting for 42% of the overall market in 2012. In comparison, womenswear makes up 38%, while kidswear comprises 20%, of the market. And as per Euromonitor International, the global menswear market registered a growth of 4.5 per cent in 2014 while womenswear lagged behind with a growth of 3.7 per cent, over the same period. Driven by brands and the ask of the fashion conscious men, the menswear market has been on an overall hike since the 5-6 years.

When fashion is the talk of the town and more and more are outwear brands are adapting the trend to rule the wardrobes of the modern man, who does not shy away from experimenting anymore. How could innerwear have stayed behind?

Here is our take on the new, newer and newest within the men’s underwear category.

Tuna London

Keeping the new age consumers in mind, a company has introduced  premium men’s innerwear brand Tuna which is produced in a world class State of the art facility in Coimbatore. Tuna is manufacturing around 25000 pieces a day in India since the last one year.

The products have been designed in London by International designers of repute such as Erika Marteez and Ingmar Veresimea who have done the designing of the styles, patterns and fits in London. These are designers who have also deigned for brands such as Next, Calvin Klein, H&M etc.

Tuna’s white vests have a unique tubular design with no side stitch. Hence there is no irritation to the person wearing. No chance of de shaping or spirality. Their rib fabric is super stretch with enhanced recovery. They have a total of 21 styles.

Three styles of white vests. Different rib, structure and construction. Three styles of trunks- Two in cotton rib and one in cotton lycra.  Three styles of gym vests in cotton.  Three styles of T-shirts- single jersey cotton, cotton rib, interlock. Nine styles of briefs. Are all available in a mix of all the above fabrics.

Ajit Virwani the CEO of Tuna explained that its a prevailing myth that ‘Comfort and style don’t go together’.  Made from the best quality materials and subjected to silicon wash and bio polish process, each Tuna product stands for both comfort and quality.  They give special attention to the styling and designing of their products.

Tuna has a limited retail presence as it’s a hardcore premium brand and they are in mood to alter this flavour. Retaining this premium touch and motto Tuna makes its customers happy by being available online only on selected portals. Guys! you can really relax in a Tuna and still flaunt your toned body in style in you it.

Ed Hardy

The last month has been quite exciting for the lingerie and underwear industry, marked among many new’s, there was some big new entrants in the category.  Ed Hardy Essentials Indian line, exclusively designed and manufactured by Centaurus Lifestyle was launched to mark the birth of a new stylish era in the men’s and women’s underwear market alike.  When in 2002 celebrated tattoo artist Don Ed Hardy decided to step into the fashion space and  licensed his art designs to be made into a clothing line, Ed Hardy as a brand was born. In two short years the Ed Hardy line became one of the most desired and recognizable brands of its time. Centaurus Lifestyle Brands, with a unique strategy has finally acquired the license for Ed Hardy Essentials and is ready to become the one stop destination for any International licensee in the undergarment category in the time to come.

A first of its kind, Centaurus is ready with an exclusive India centric undergarment essentials collection for Ed Hardy, that weaves both the unique design mould of the brand and the sensibilities of the Indian mindset. Keeping the core baseline of the tattoos intact Centaurus has an uniquely attractive Ed Hardy collection ready for the men, women and kids.

two men models and 2 women models in Ed hardy vest and brief

Body X

Bodycare, a lingerie and sportswear brand of repute, recently launched Body X, a premium range of men innerwear. Designed for the young and young at heart, the Body X range brings together best-in-class fabrics and world-class trends. A collection of briefs, trunks and vests, Body X personifies today’s youth with its unique style and class.

Retailers all over the country have welcomed the brand with open arms. Thanks to the fabric and never-seen-before patterns, the retailers believe that Body X will soon carve a niche for itself in the cluttered segment. Also, the retailers have received a very positive response from their customers. And this in turn, has strengthened their belief in the brand. No wonder, the demand for Body X is growing by the day.

Sanjay Dawar, MD, Bodycare, opines that along with the product, the marketing campaign for the brand, played a significant role. Quirky, edgy and different from the campaigns for brands in the same category, it talked to the audience in their language. Also, the agency on record for Body X, Decomplex Marketing, focused on the overall brand promotion and not just the advertising campaign. This in turn, has given shape to the promising start to the brand.

Products involved under BodyX are fashion and core categories of Men’s Trunks, Briefs, Gym Vests and Regular vests. On the product front, team Body X have done in-depth analysis of successful and non-moving styles along with colours & styling. They have studied the competition trends and keeping all factors into account, Body X believes that they have a winning collection.

BodyX is targeting a consumer base in India and Overseas. The company has advantage of producing this collection under its own state of the art factory equipped with imported machinery, which would meet all international standards for quality. The company’s own design team worked hard on making the entire collection unique in terms of styling and colours. Also, an extensive global research has been carried out from yarn to the final wrapping of the product, which will give an edge to the brand in the global market.

When asked about the secret behind the name, the company explained, the ‘body’ is the physical representation of humans. It is the basic form in which we are born, take shape in, grow and reach out for achievements. It is the body that stretches, exercises and relaxes to soothe the mind. Man has tested the endurance of his body through varied methods. Be it speed to beat, or heights to conquer, this vessel of humanity has been pushed to master its environment. This vessel of the ultimate human expression is what we seek to enhance with our products. “While we enhance, we also provide comfort and support so that every human can strut with confidence and be proud of their body,” claims company officials.

“This is why we have chosen ‘Body’ to be the core of our brand personality; because, we create products that define and celebrate the human body. We are committed to the goal of uplifting and rejoicing the human body with each of our creations. The human body would continue to be the centre of all our future ventures and activities from this day forward; to make merry its form and honor its smooth definitions with every stitch and square inch of fabric,” asserts Dawar.

With a big launch that took place on 1st of August 2016, Body X is positive on seeing another revolution in the burgeoning intimate wear industry of India.

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