Virat Kohli launches premium innerwear, sleepwear line under One8

Indian cricket captain Virat Kohli is ready to launch a collection of premium men’s innerwear and sleepwear under his brand ‘One8’. Kohli has entered into an exclusive brand licensing agreement with Kolkata-based Lux Industries for designing, manufacturing and marketing the range.

Kohli plans to launch his private line of innerwear including briefs, trunks, vests, boxers, sleepwear and socks. With this, he will join the likes of football legend Cristiano Ronaldo. The 10-year deal which will go on to cover Kohli’s remaining career with the Indian team involves a royalty payment depending on the brand’s performance. Kohli and Cornerstone Sport, the license owner of One8, signed the agreement with Lux Industries’ wholly owned subsidiary Artimas Fashion. p>

Kohli launched his athleisure brand One8 in collaboration with German sports lifestyle brand Puma. Lux Industries senior vice president Udit Todi says the premium men’s innerwear market has been devoid of any significant product and marketing innovation for the last decade.

The premium innerwear and sleepwear range to be manufactured by Lux Industries will incorporate One8’s subtle branding, look and feel emphasizing the simplicity of Kohli’s personal style, while the dynamic colours of the products will be a reflection of his on-field persona.