Launched in 2017, rock.it, the athleisure and activewear sub-brand from Monte Carlo, embodies the spirit of movement and modern living. Built on the philosophy of “Own It. Donn It. rock.it,” the brand bridges performance and style, offering apparel that moves effortlessly with you. From sleek activewear and track essentials to everyday comfort wear, rock.it caters to the new-age consumer seeking functionality without compromising on fashion. Leveraging Monte Carlo’s strong manufacturing legacy and retail reach, rock.it has rapidly carved a niche in India’s growing active lifestyle market—where confidence, comfort, and contemporary design come together to empower every individual to perform and look their best.
In an exclusive interaction with IMAGES Business of Fashion, Rishabh Oswal, Executive Director-Monte Carlo Fashions Ltd. talks about how rock.it is redefining what it means to dress for movement; merging technical innovation with everyday comfort and a mindset rooted in active living.
The athleisure market is evolving beyond activewear into a lifestyle statement. How is rock.it interpreting this shift, on grounds of performance, everyday comfort, and cultural mindset?
rock.it sees athleisure not just as clothing but as a reflection of today’s active, expressive, and comfort driven lifestyle. ‘All Day, Anywhere, Anytime’; we interpret this motif by blending high performance functionality with everyday versatility- pieces. The focus is on creating apparel that complements physical activity while still offering the ease and confidence needed for daily routines.
Soft fabrics that elevate comfort and well-being, with performance-engineered constructions that enable movement whenever the moment demands. In essence, rock.it interprets the shift as a cultural transition toward attire that reflects identity while empowering life in motion.
How is rock.it designing for this fluid (work, travel, and leisure) lifestyle?
rock.it is redefining the fluid lifestyle of work, travel, and leisure through its Work-Ath range, designed to move seamlessly between performance and everyday wear. The brand integrates tech-advanced fabrics such as 4-way stretch nylon and wrinkle-free blends that ensure all-day comfort and versatility. Key innovations like convertible clothing, multi-utility cargo pants, and jackets engineered for diverse weather conditions—from PolarTech thermal layers to CoolTech fabrics and reversible outerwear—allow adaptability across environments. Whether it’s a meeting, a flight, or a weekend hike, every piece is designed to deliver comfort, function, and style without compromise.
How does rock.it leverage the legacy while pushing boundaries in high-performance, fashion-forward athleisure?
rock.it benefits from the strong manufacturing credibility and retail network established by its parent company. This foundation allows the brand to innovate confidently — bringing fashion relevance to athleisure while holding onto consistency, comfort, and reliable quality. rock.it spans EBOs, MBOs, LFS and online marketplaces, showcasing expertise across categories like tees, jackets, bottoms and co-ords for both men and women. The brand uses its production strengths to push forward — evolving from an activewear label into a complete lifestyle proposition with premium styling and elevated functionality.
How does rock.it keep pace with the constant freshness and relevance; through drops, collaborations, or data-led insights into emerging subcultures?
rock.it keeps pace with freshness and relevance by constantly evolving with culture rather than following it. We tap into Tech-wear and Streetwear influences, fusing functionality with urban aesthetics to appeal to today’s wellness-driven yet rebellious Gen-Z. Our use of conversational typography and expressive graphics helps create a direct dialogue with the youth — transforming athleisure into a statement of attitude and identity, not just performance wear. Our design and marketing teams actively track data-led insights, social trends, and subcultural movements to understand what inspires our audience. This helps us design collections that feel current yet authentic.
What kind of material or textile innovations is rock.it integrating to elevate performance without losing style appeal?
rock.it focuses on advanced material engineering so that the wearer experiences performance and style in equal measure. The brand integrates nylon-rich fabrics that offer a smooth, premium look while enabling durability and flexibility. Four-way stretch technology ensures garments move effortlessly with the body, making them suitable for workouts as well as long hours of everyday wear. To support India’s climate and high-intensity activities, rock.it incorporates UV-protective fabrics that safeguard the skin outdoors, along with anti-bacterial properties that maintain long-lasting freshness. Wrinkle-free constructions make the clothing travel-friendly and office-appropriate, eliminating the need for constant maintenance. In select categories, seamless garment technology enhances comfort by reducing friction and creating a clean, modern aesthetic. Through these innovations, rock.it delivers technically enhanced products that feel elevated and stylish, while empowering the consumer to move confidently through every moment of the day.
Where does rock.it see its biggest whitespace — in price, design philosophy, or brand ethos in relevance of the highly competitive market?
rock.it sees its biggest whitespace in design philosophy — creating performance-driven athleisure that connects with India’s cultural mindset while offering global aesthetics. The market is flooded with imported styles, but rock.it focuses on local sensibilities, body types, and lifestyle needs. This allows us to offer global quality at accessible price points without losing identity.
Looking ahead, what does “next-gen athleisure” mean for rock.it? Is it about tech integration, sustainable materials, or a deeper emotional connection with India’s youth identity?
Emotional connection is at the core of every successful brand today, and at rock.it, we understand that Generation Z values community and connection more than just the product itself. For us, athleisure is not only about what you wear—it’s about how it makes you feel and belong. Tech integration has always been a key pillar of rock.it’s design philosophy. Every fabric and construction detail is engineered to ensure comfort, performance, and fluid movement, adapting seamlessly to the consumer’s dynamic lifestyle. Looking ahead, rock.it’s vision for next-gen athleisure lies in fusing technology, emotional storytelling, and mindful design—creating a deeper connection between innovation and identity.
How has your consumer profile evolved in the past year—are you seeing new demographics or preferences shaping your business?
Over the past year, rock.it has observed a shift in the consumer base, driven by changing lifestyle habits and a growing desire for comfort-driven fashion. While young fitness-oriented men have historically been the core audience, the brand is now seeing greater engagement from working professionals who want clothing that supports long days and frequent mobility. We have been styling primarily for the Northern region over the past few years, where our product direction has leaned towards bold colours, heavier fabrics, and strong activewear sensibilities. Having now conducted extensive research and gained deeper understanding of the Southern market, we are evolving our design strategy to better align with regional preferences — introducing lighter, climate-appropriate materials, more refined colour palettes, and elevated everyday lifestyle silhouettes. This design shift supports our expansion into South India with apparel that resonates aesthetically, culturally, and functionally with the southern consumer.
Menswear retail is becoming more experimental. How is your brand adapting to trends like gender-neutral fashion, elevated basics, or occasion-driven dressing?
rock.it is deeply rooted in the idea of elevated basics — pieces that may appear simple at first glance but are thoughtfully infused with subtle design details that make them stand out. Very few products in our collection are purely plain or ordinary; fashion elements are seamlessly integrated to create individuality without compromising comfort or versatility. As a brand, we do not believe in imposing boundaries. Our design language and fits are intentionally fluid, allowing both men and women to express themselves freely through our products. The doors of our stores — and the silhouettes on our shelves — are open to all bodies and all identities, reflecting a modern approach where style is universal, and confidence is inclusive.
What role does personalisation play in your brand strategy—whether in-store experiences, online journeys, or product design?
At the core of rock.it’s values and ethics is a strong commitment to personalisation and regional relevance. We believe that every customer deserves products that reflect their lifestyle, climate, and cultural preferences. Rather than taking a one-style-fits-all approach, we are intentionally shaping our assortments based on geography-specific needs — from fabric weight and colour sensibilities to silhouette preferences and styling cues that resonate with each region. Personalisation for rock.it is not just about offering choice — it is about respecting the individuality of our consumer across India, ensuring that what we design and where we place it is informed by real market understanding. This value-driven approach allows us to stay connected to our customers in a meaningful way, while building trust and long-term loyalty through thoughtful product relevance.
How is technology like AI, AR/VR, or data analytics shaping the way you curate collections and engage customers?
Technology plays a transformative role in how rock.it curates’ collections and connects with its audience. Through AI and data analytics, we decode consumer behavior, track emerging trends, and forecast demand patterns across regions and demographics. This enables us to design collections that are not only trend-forward but also data-validated for performance and appeal.
With growing awareness around conscious fashion, how are you balancing fast-moving retail trends with sustainability goals?
At rock.it, we are consciously integrating sustainability into every stage of our design and production process. We’ve begun using recycled fabrics and threads, natural fibers, and organic dyes to minimise environmental impact while maintaining the brand’s performance-driven edge. Beyond materials, sustainability for us extends to ethical production practices and localised sourcing to cut carbon impact.
What are your top-performing categories and which segments do you see as high-growth opportunities in the next 3–5 years? What’s your 5-year vision for the brand?
Our top-performing categories currently include activewear, performance tees/polos, joggers, and outerwear, which have consistently driven growth through both functionality and trend relevance. Our five-year vision for rock.it is to establish it as India’s leading next-gen athleisure brand — one that merges technology, sustainability, and emotional connection. We aim to expand our footprint globally, introduce AI-led customisation, and build a community-driven ecosystem that celebrates active living, individuality, and progressive design.
At a Glance: rock.it
| Number of EBOs | 6 |
| Number of MBO & SIS | 300 plus |
| Average Store size | 1600 sq. ft. |
| Best-selling category | Sweatshirts, Polos and Joggers |
| Average Price Point | Rs 2,200 |
