Spykar names Vidyut Jammwal as brand ambassador for Chico denim fit campaign

29 May, Mumbai 2025

In a bold move to reinforce its leadership in Indian fashion, homegrown denim brand Spykar has roped in action star and fitness icon Vidyut Jammwal as the face of its latest campaign. The collaboration introduces ‘Chico,’ a standout relaxed-fit denim designed for modern lifestyles and self-expression.

Spykar’s new campaign highlights Chico as the brand’s most desirable fit, offering engineered comfort, premium stretch denim, and breathability. With its balance of structure and ease, Chico caters to a generation that values authenticity and movement.

"Spykar has always spoken the language of denim expressive, unapologetic, and relentlessly authentic," said Sanjay Vakharia, Co-founder and CEO of Spykar. "With Vidyut joining our community, we’re not just adding a face; we’re amplifying a mindset. Chico represents everything a denim universe requires style, performance, and purpose. This collaboration is a powerful step forward in our journey to shape how India wears and owns its identity."

Vidyut Jammwal brings his bold, individualistic spirit and fitness-driven persona to the campaign, embodying the essence of Chico’s confident new era. "Spykar represents a mindset one that’s confident, original, and unapologetically expressive," Jammwal said. "Joining the Spykar community felt like a natural fit. Chico is not just about denim, it’s about freedom, strength, and owning your space with pride."

This partnership reflects Spykar’s role as a cultural catalyst in Indian fashion, championing purpose-driven style. As Spykar and Vidyut Jammwal unite, the message is clear: when confidence meets comfort, denim becomes a statement of identity.

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