Lux Industries teams up with Virat Kohli’s brand, One8

15 Nov,2017

By A Correspondent


Artimas Fashions Private Limited, a wholly owned subsidiary of Lux Industries, has acquired the manufacturing and marketing rights for premium innerwear category for Indian Cricket Team Captain Virat Kohli’s brand, One8. Lux will manufacture and market a unique collection of one8 branded socks, innerwear and sleepwear.


Artimas, a wholly owned subsidiary of Lux Industries, is collaborating with Cornerstone Sport, the licence owner of One8, to establish the brand as a trendy innerwear brand for youth in the premium category.


Said Saket Todi, Senior Vice President, Lux Industries: “It is a strategic initiative as we have been consistently looking to associate our proficiency in manufacturing and marketing with premium brands in innerwear space. 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”,


The name of the collection, One8, is derived from the India captain’s jersey number, 18 – a number that is special to him and which he holds in high regard.


Speaking on the partnership Udit Todi, Senior Vice President at Lux, said: “Lux Industries’ plan to associate with Virat Kohli is to fill the need-based vacuum that is created in the premium innerwear category and with One8 we would be able to provide a perfect synergy to that requirement. We are glad to discover that our style towards building the brand is in perfect sync with Virat’s sentiments to nurture his brand. Through this partnership we wish to explore the territories unexplored and needs unmet.”



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