Indian cricket captain, Virat Kohli is set to launch his brand of men’s innerwear, one8. The brand is in association with Artimas Fashion, a subsidiary of Lux industry.
The brand is named after the number 18 jersey worn by the captain. He commented on the launch, “I am excited and optimistic about the launch of one8 innerwear. Today’s era is defined by restless and dynamic youth of nation, where style and flexibility go hand in hand with comfort. As a sportsperson, I am extremely cautious when it comes to finding comfort both on and off the field… with this launch, we not only aim to revolutionize the industry, but also intend to evolve identities synonymous with the brand.”
One8 will initially launch two ranges under the Edge and Game which will include innerwear varieties and socks in the premium category. The prince range of One8’s product will start from Rs. 181.
The MD of Artimas Fashion, Nischal Puri said, “It took us more than 14 months to conceptialize and finalize the concept for the One8 innerwear launch to align with the fact that it is a brand, owned by one of the biggest youth icons of our time. The association aims to build exclusivity in the category amongst the youth since the brand conception is created on the dynamism and spirit of Virat as a personality.”
The company will invest 15-20 crores in the next three years on One8. Initially, they will sell online only. By next five years, one8 will aim to become a 100 crore brand. 20 per cent of the investment will be for carpex and rest for working capital and brand –building.
The partnership between both the entities was facilitated by Cornerstone Sport, which exclusively represents Kohli.