In a world where comfort meets style, VIP Clothing redefines men's innerwear in India, says Kapil Pathare, Director and a prominent figure in the Indian fashion industry.  Pathare has spearheaded the brand’s launch of the Frenchie X menswear innerwear collection, setting new standards for quality, affordability, and innovation.

First introduced in Goa, the collection is currently making waves at the prestigious IntimAsia 2025 fashion show in New Delhi, solidifying its position in the industry.

Catering to Indian consumers, VIP Clothing aims to provide a premium collection, states Pathare. The company envisions making high-quality innerwear accessible, offering a sophisticated blend of luxury and affordability.

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Innovation in fabric and design

Crafted from Micromodal fabric, the Frenchie X collection made from Tencel and micromodal elastin, which sets it apart in terms of comfort and functionality. The collection has been launched in Micromodal fabric crafted from Tencel and micromodal elastin. It's 3x softer than cotton, explains Pathare, emphasizing the fabric’s superior feel.

Beyond its softness, the fabric is designed with practical benefits for its modern consumers. It’s moisture-wicking properties help absorb sweat, making the fabric more breathable, stylish, and comfortable, Pathare adds. This ensures that Frenchie X innerwear is not just about luxury but also about performance, he states.

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Affordability without compromise

One of the key differentiators of the collection is its pricing strategy. The collection is available in India at less than Rs 500, says Pathare. This pricing strategy makes premium innerwear more accessible without compromising on its quality, he adds.

Additionally, the packaging and the overall look and feel of the product have been defined to give a very premium look, Pathare notes.

Expanding reach and availability

As the brand expands its reach, availability remains a crucial focus. The label targets the top 20 cities to launch the platform, Pathare reveals. It plans to launch Frenchie X available in physical stores across major metropolitan areas, including upcoming launches in New Delhi and Mumbai.

Additionally, the collection will also be made available on online platforms to help reach a broader consumer base, he adds.

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A milestone at IntimAsia 2025

Intimacia 2025 marks a significant milestone for Frenchie X, as it takes center stage at one of India's most prestigious fashion events. VIP clothing will host a fashion show to showcase Frenchie X at the event, giving the brand’s consumers a premium look product at a very affordable price, shares Pathare. The event will highlight the brand’s commitment to blend high fashion with everyday comfort.

Redefining the innerwear market

More than just a new innerwear collection, Frenchie X symbolizes a transformation in the Indian innerwear market, shares Pathare. With its focus on superior fabric, affordability, and accessibility, VIP Clothing revolutionizes the industry, bringing premium comfort and style can within everyone's reach.

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In the ever-evolving world of fashion, athleisure has emerged as a dominant force, seamlessly blending comfort and style.

Offering valuable insights into this trend, Sumit Santhalia, Co-founder, Technosport, a trailblazer in the Indian athleisure market observes a significant shift away from traditional, uncomfortable fashion. People are moving away from itchy fabrics and uncomfortable fashion. Athleisure is one of the key responses to this demand, he states. Positioned as a ‘tech wear’ brand, Technosport combines functionality with contemporary style, catering to the active lifestyles of its consumers.

Having over 15 years of experience, Santhalia has steered Technosport from a manufacturing-centric operation to a consumer-focused brand, aligning with the modern consumer's demand for comfort, functionality, and style. His commitment to innovation and quality positions the brand for continued success in the dynamic world of fashion.

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Evolution and consumer shift

Starting as a manufacturing brand, Technosport is slowly transitioning into a more consumer-facing brand, explains Santhalia. This shift mirrors the broader change in consumer behavior, accelerated by the COVID-19 pandemic. Consumers have understood the real need for comfort wear, he notes, underscoring the pandemic's role in prioritizing health and comfort.

Growth and market expansion

Looking ahead, Santhalia is optimistic about Technosport's growth. The company looks forward to greater business in the next five years across India, he observes. To achieve this, Technosport actively participates in exhibitions and fairs, aiming to strengthen its market presence.

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Manufacturing challenges and government Initiatives

Despite the booming market, challenges persist, Santhalia points out. There is a lack of a robust manufacturing ecosystem in India, which has historically relied on imports for high-quality activewear, he says.  However, the government strives to  boost local production through initiatives like the Production-Linked Incentive (PLI) scheme. 

While the PLI scheme has its challenges, such as high turnover rates that make it difficult for many manufacturers to qualify, the government is working to tweak the norms, Santhalia explains. This adaptability could pave the way for more Indian brands to thrive in the athleisure sector, he adds.

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Global collaboration and technological advancements

Highlighting the global landscape of activewear technology, Santhalia says, Taiwan is currently the world leader in activewear technology, and we are seeing many Taiwanese brands setting up operations in India. This collaboration could lead to significant advancements in the quality and innovation of athleisure products available to Indian consumers, he notes.

Future of the athleisure market in India

The athleisure trend is more than just a fleeting fad in India; it represents a fundamental shift in how people perceive fashion and comfort. With brands like Technosport leading the charge, the future of athleisure in India looks promising. Santhalia's vision and Technosport's commitment to innovation and quality position the brand for continued success in this dynamic market.

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In the ever-evolving world of fashion, where trends shift at breakneck speed, one brand is redefining the innerwear and activewear landscape in India. Spearheaded by cricket icon Virat Kohli, ‘One8’ is more than just an apparel brand - it’s a movement built around comfort, quality, and cutting-edge innovation.

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A visionary leader

At the forefront of this venture is Vikas Kohli, Managing Director, Aeon Sports India. With a deep understanding of the market, Kohli underscores the significance of quality and sustainability in their product line. It’s the company’s responsibility to uphold the brand’s integrity and ensure consumers receive top-tier products at competitive prices, he emphasizes.

This commitment to excellence is particularly evident in their comprehensive sock collection, featuring performance and health-focused designs tailored for today’s dynamic consumer.

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Expanding the horizon

While One8 has already made significant strides in the sock market, the brand's vision extends much further. The brand plans to expand its portfolio to include loungewear and activewear, tapping into the growing demand for versatile and stylish apparel.

It is already present in this category, but due to some internal structuring, plans to relaunch it soon, reveals Kohli. This strategic expansion aims to cater to a broad audience, offering stylish, functional pieces for every lifestyle.

The power of celebrity endorsement

Virat Kohli’s influence as a globally recognized sports star plays a key role in elevating the brand’s visibility and credibility.

Celebrity endorsement is a crucial part of tbe brand’s marketing strategy, Kohli acknowledges. However, the product’s success must rest on its own merits, he insists. The product must deliver on quality and innovation, he asserts.

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A promising future

Looking ahead, Kohli is optimistic about One8 growth trajectory. The brand has highly ambitious growth plans for the next three to five years, he shares. With a diverse portfolio that includes brands like Futons and Hyper Fit, the company is poised to secure a strong market position.

India’s innerwear and activewear segment is primed for innovation, and with visionaries like Vikas Kohli at the helm, the future looks bright.

As One8 gears up to launch new categories and expand its reach, one thing remains clear: this brand is more than just apparel—it’s a lifestyle movement fostering comfort, performance, and self-expression.

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In the heart of India's booming economy, a new consumer cohort is emerging, quietly but decisively reshaping the nation's consumption patterns, particularly in the realm of fashion and apparel.

They are the ‘HENRYs’ or High Earners, Not Rich Yet.

Who are the HENRYs?

The HENRYs are typically young professionals, often in their late 20s to mid-40s, with substantial disposable incomes but not yet possessing the accumulated wealth of the truly affluent. They are the tech wizards, the financial analysts, the marketing mavens, and the entrepreneurial spirits driving India's modern economy. They possess a keen awareness of global trends, are digitally savvy, and place a high value on experiences and personal expression.

This demographic's growing influence stems from several factors. First and foremost is increased disposable income. India's growing tech sector and rising middle class have created a pool of young professionals with significant purchasing power.

HENRYs are deeply embedded in the digital world, influencing and being influenced by online trends, social media, and e-commerce platforms.

More than just material possessions, HENRYs seek experiences, prioritizing travel, dining, and lifestyle enhancements. And while they have money to spend, they are not frivolous. They seek value for their money, opting for quality and authenticity over conspicuous consumption.

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HENRYs and the transformation of Indian consumption

The impact of the HENRYs is particularly noticeable in the fashion and apparel industry. In fact, the Household Consumption Expenditure Survey (HCES) conducted by the Ministry of Statistics and Programme Implementation (MoSPI), provides some crucial insights into Indian household spending.

The surveys highlight a clear trend of increasing expenditure on non-food items, particularly in urban areas.

This aligns with the HENRYs' preference for experiences and lifestyle enhancements. As shown in the HCES data, non-food items remain the major contributor to the household's average monthly expenditure in 2023–24, with about 60 per cent share in MPCE in urban areas. This highlights that spending on things such as clothing and durable goods is rising.

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Shift towards premium and sustainable brands:  HENRYs are moving away from mass-market brands and embracing premium and sustainable options. They value quality craftsmanship, ethical sourcing, and unique designs. There is increased interest in brands that have good ESG practices.

In fact, the growing presence of international and domestic premium brands in India, especially in major cities, indicates the growing demand from affluent consumers like the HENRYs.

Emphasis on personal style: They are less concerned with following traditional fashion norms and more focused on expressing their style. This has increased demand for personalized apparel, bespoke tailoring, and curated fashion experiences.

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The influence of digital platforms: Social media platforms like Instagram and online fashion retailers play a crucial role in shaping HENRYs' fashion choices. Influencer marketing and online fashion communities are highly influential.

Blending of global and local: HENRYs are comfortable blending global fashion trends with traditional Indian aesthetics, creating a unique and dynamic fashion landscape. They are also increasing the demand for Indian designers that are producing high quality goods.

Thus, the HENRY cohort is not just a passing trend; it represents a fundamental shift in India's consumer landscape. As their influence grows, they will continue to drive innovation and transformation across various sectors, with fashion and apparel leading the charge.

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In the ever-evolving world of fashion, few industries are as dynamic and challenging as lingerie. Leading this transformation is Enamor, a brand engaged in redefining comfort, innovation, and sustainability in intimate wear. Aparna Jathanna, chief design officer, of Modenik Lifestyle elaborates on the brand’s offerings and its focus on sustainability.

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A holistic approach to sustainability

With a deep passion for design and a commitment to sustainability, brands should embed eco-conscious practices in every aspect of fashion, opines Jathanna. Sustainability comes not only with the brand’s products and fabrics, but also for its people and its entire product-making process, she states. Under her leadership, Enamor makes every step of its production process environmentally responsible.

Innovations in eco-friendly fabrics

Setting new industry standards, Enamor pioneers the use of sustainable materials and advanced technologies. One of its standout innovations is the adoption of dope-dye fabrics, a process that consumes 80 per cent less energy compared to traditional dyeing methods.

This technique not only reduces energy consumption but also eliminates the need for additional dyeing, significantly cutting down on harmful environmental impacts.

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Comfort meets innovation: The ‘Comfort 2.0’ Standard

Jathanna emphasizes, innovation should never come at the expense of comfort. She explains, Enamor makes its garments with fewer raw materials, saving a lot on materials while providing better comforts.

The brand has introduced bonding finishes to create lighter, more breathable lingerie pieces while eliminating the discomfort often associated with traditional elastics. This represents ‘Comfort 2.0,’ a new benchmark for modern lingerie, adds Jathanna,

Commitment to transparency and ethical practices

In an industry where greenwashing has become a growing concern, Enamor remains committed to authentic sustainability. The brand does not adopt sustainable practices unless they are truly certified, Jathanna asserts.

It only prioritizes certified eco-friendly materials like organic cotton and eco melanges, particularly in maternity and nursing collections, thus ensuring its sustainability claims are backed by verifiable actions.

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The future of lingerie: A vision for change

Jathanna envisions, lingerie brands will foster a culture of responsibility and environmental consciousness in the future. Fashion can be a force for good, she affirms.

With continued investment in research and development, Enamor will help shape a future where intimate apparel is not just stylish and comfortable but also truly sustainable, she asserts

Leading the way forward

Enamor is engaged in not just designing lingerie but also crafting a movement towards a more sustainable and innovative future.

As consumers become increasingly conscious of their purchasing choices, brands like Enamor will continue to lead the way, proving that fashion can merge style, comfort, and sustainability in meaningful ways.

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