Virat Kolhi has tied up with the Lux Industries Limited to launch men’s underwear and sleepwear range under his own brand One8.
Kohli Kohli has entered into an exclusive deal with Lux Industries Limited for the launch of his debut collection of premium men’s innerwear and sleepwear. Under the brand licensing agreement the Kolkata-based premium hosiery brand will design, manufacture and market the entire range of men’s innerwear and sleepwear under brand One8, Economic Times has reported.
Kohli plans to launch his private line of innerwear including briefs, trunks, vests, boxers, sleepwear and socks. With this, Kohli will join the likes of football legend Cristiano Ronaldo. The former Manchester United ace had teamed up with designers to launch his underwear line CR7.
Virat has earlier last month launched a leisurewear and sportswear range under his own brand One8.
Also Read: Kohli launches his brand One8 with Puma
The 10-year deal involves a royalty payment depending on the brand’s business performance. Kohli and Cornerstone Sport, the license owners of brand One8, have signed the agreement with Artimas Fashion, the wholly owned subsidiary of Lux Industries. Lux Industries senior vice president Saket Todi has confirmed the deal. The deal is expected to last for the span Kohli’s international cricket career.
“The premium men’s innerwear space has been devoid of any significant product and marketing innovation for the last decade. Our association with Virat Kohli will help Lux Industries aim to break this spell of non-initiative in the category, as well as help fill in the need-based vacuum,” ET has quoted Lux Industries senior vice president Udit Todi as saying.