Killer Jeans launches new campaign to highlight partnership with Asia Cup 2025

11 September 2025, Mumbai 

A pioneering Indian denim brand from the house of KKCL, Killer Jeans has launched its new campaign, ‘I Wear India, I Wear Killer,’ to mark its official partnership with the Asia Cup 2025. The campaign celebrates Indian craftsmanship, youth culture, and world-class style, positioning Killer as a global ambassador of the ’Make in India’ movement.

Led by brand ambassador and actor Meezaan Jafri, the campaign boldly challenges the myth of international fashion superiority. It highlights Indian-made denim as bold, aspirational, and globally competitive.

Killer has always believed India doesn't need to copy anyone, says Hemant Jain, Joint Managing Director, Kewal Kiran Clothing. The brand’s denim is born from local diversity, designed for India’s youth, and sets trends globally. 'I Wear India, I Wear Killer' tells the world that Indian fashion is ready to lead, he adds.

Beyond its market leadership in India, Killer has already expanded its ‘Make in India’ presence internationally, with a footprint across the Middle East, Eastern Europe, and Africa. The brand's expanding global retail network and premium product portfolio are a testament to its ambitions as an Indian export.

In the campaign, Jafri is seen with the tagline ‘Upgraded. I wear India,’ which redefines "Make in India’ as a statement of ambition rather than necessity. This continues Killer's legacy as a voice for bold, globally-minded Indian youth. The campaign will launch through a nationwide outdoor rollout, followed by digital and retail activations, supported by influencer collaborations, student design activities, and bold digital campaigns.

To support its commitment to youth, Killer will open its factory and design studio to students from the National Institute of Fashion Technology (NIFT) and other leading fashion schools for hands-on workshops in denim innovation. The brand is also launching a global incentive program that subsidizes purchases for foreign passport holders, bringing Indian fashion pride to the world.

As an official partner of the Asia Cup 2025, Killer will have its branding visible inside stadiums during matches, underscoring the brand’s long-standing connection to sports and youthful energy.

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