Delhi witnessed the launch of the first designer innerwear brand for men -Zoiro, which features Italian designs, international fabrics and patterns, in an exciting range of colours. The brand was launched at a chic fashion show, with showstoppers Mugdha Godse, Niketan Madhok, Shawar Ali and Lalit Tehlan setting the ramp on fire, flaunting their confidence after wearing their new innerwear. The event set in 4 different sequences showcased the four new and exciting collections of Zoiro – Savio, Urbano, Trento and Lorenzo. Along with the revelation of each innerwear, the meaning of the word ‘Zoiro’ was demonstrated. The theme of the show was ‘One Life. Go beyond the ordinary’.
The show started with the introduction sequence where Lalit was dressed in his office avatar and this was followed by Niketan in his casual look, then 15 models with urban look, models in their party mode and models dressed up like demons and angels walked the ramp. According to different requirements of Indian men, different patterns have been tried with combinations of cut-profile-rise. Zoiro provides combination of rise (high, mid and low) and profile (regular, hi and ultra-hi) to suit individual needs.
Speaking at the launch, Navinn Seksaria, Zoiro India said, “India as a country is not well exposed to men innerwear styling. The men’s innerwear category has not evolved enough to match women’s. A range designed by a team of Italian designers, Zoiro wishes to be the innovator in the category. We wish to introduce new styles and cuts that are comfortable and stylish, yet different from the boring, plain white innerwear. We are hopeful of the success of the brand. We expect to take 10% market share by reaching 500 touch points of the premium men’s innerwear market which is pegged at 15 bn in India.”
The event was anchored by VJ Archana Vijaya while DJ Iggy tuned on to his house tracks throughout the event. The launch culminated into an after party that took place at the same venue, Hyatt Regency, which saw various glitterati of Delhi’s social circuit dressed in their flamboyant best. Present at the launch were RohitBal, Monisha Bajaj, Ritika Seth, Meenu, Ajay Lekha, Anurag Verma, Anil Lepz amongst many others.
Zoiro wants to introduce new cuts, quality fabrics and fashionable designs into the Indian market of monotonous and lifeless products. Micro-fabric waistlines, combed cotton and spandex yarn are a few of the special features of Zoiro’s innerwear. The launch of this new line of men’s innovative and stylish innerwear is set to give men their ultimate confidence, whether at home, at work, or outdoors. Zoiro will also launch a stylish women’s line by the end of this year, with definite plans of projecting an increase in revenue.