CHENNAI : Artimas Fashions, a wholly owned subsidiary of Kolkata-based hosiery maker Lux Industries, has bagged the manufacturing and marketing rights of Indian Cricket Team Captain Virat Kohli’s innerwear brand One8. Lux will manufacture and market a unique collection of One8 branded socks, innerwear and sleepwear, the company said in a statement.
Artimas will collaborate with Cornerstone Sport, the licence owner of One8, to establish the brand as the most successful trendy innerwear brand for youth in the premium category, the statement added.
Products under the One8 brand name will be created in collaboration with Lux Industries. The latter will provide its knowledge and expertise in manufacturing, designing, marketing and retail for the brand.
“With One8, Lux Industries aims to disrupt the premium innerwear segment thorough innovative product offerings. We feel extremely confident that the distribution and resource strength of Lux Industries coupled with the youth appeal of Virat Kohli will make One8 the most preferred brand in the premium category for the youth of India in a couple of years”, said Saket Todi, senior vice-president, Lux Industries.
The name One8 is derived from Virat’s jersey number 18. “With One8, we intend to make a substantial inroad in men’s premium innerwear segment and I am glad to partner with Lux Industries as they have the right expertise to augment growth. I am extremely passionate about One8 as a brand and now feel confident about establishing the brand and reaching out to the right audience in India and abroad,” said Kohli.