U.S. Polo Assn. (USPA), renowned for its premium casualwear, has successfully ventured into the innerwear segment, extending its sporty, authentic, and aspirational brand identity to everyday essentials. The innerwear line aims to offer consumers a perfect balance of comfort and style, reinforcing USPA’s core values while catering to evolving expectations in the premiumised innerwear market. Contributing over 10% to USPA’s India business, the category has grown from a supplementary offering into a key player in men’s innerwear, driven by strategic positioning, consumer-focused innovation, and impactful brand communication.
The brand offers a comprehensive range of innerwear and loungewear for men and boys, including trunks, briefs, vests, boxers, pajamas, and socks. USPA primarily targets working professionals aged 25 and above who seek premium, well-crafted innerwear that delivers both comfort and quality, positioning the brand as a trusted choice for everyday essentials with a stylish edge.
Standing Out in a Crowded Market
U.S. Polo Assn. positions its innerwear as a daily essential, combining premium fabrics with elevated comfort while staying true to the brand’s sporty and authentic DNA. Each product undergoes rigorous research and testing to ensure it meets high standards of quality and wearability. Recognising that today’s consumers seek more than just functionality, the brand has upgraded fabrics, implemented 20-wash durability tests, and introduced super-soft, no-marks nylon waistbands for all-day comfort.
“Our team ensures every innovation goes through an extensive testing phase. We conduct comprehensive fit trials across all body types, collecting feedback on fit, comfort, performance, and how the product looks before and after washing. This continuous feedback loop helps us refine our designs and deliver the best possible product to our customers,” said Preeti Kaushik, Vice President, U.S. Polo Assn.
Decoding The New Consumer Pulse
Men’s innerwear preferences in India are deeply influenced by regional climate, culture, body types, and lifestyle habits. In hot and humid conditions, breathable, lightweight, and moisture-wicking fabrics such as cotton blends and microfiber are highly favored, while seamless or minimal-seam designs help prevent chafing. Consumers tend to prefer modest cuts with relaxed fits aligned with traditional clothing styles. Classic shades like white, black, and navy continue to dominate, though urban youth are increasingly exploring brighter colors and playful prints. Varying body types across regions also shape sizing preferences, with growing interest in trunks reflecting evolving tastes.
“Customer feedback, gathered across online channels and stores, drives the continuous evolution of our products. Innerwear is a loyalty-driven category, so we use this feedback not only to enhance existing styles but also to guide the development of new ones,” explains Kaushik.
Retail Presence & Consumer Insights
USPA recently inaugurated its first ID-exclusive innerwear store in Hyderabad, receiving an encouraging response from customers. The brand is set to open its second store next week in Lucknow at Palassio Mall, anticipating similar enthusiasm. Beyond these exclusive outlets, USPA products are available through more than 330 brand stores, over 100 department stores, 4,000+ MBO outlets, and across all major e-commerce platforms.
E-Commerce, Premium Retail & Innovation in Sustainable Fabrics
Through its e-commerce and D2C channels, U.S. Polo Assn. innerwear reaches customers who might not otherwise engage with the brand, contributing to a 40% year-on-year growth in its new customer base. The brand maintains engagement by continually expanding its product range. Its premium line is now stocked in over 100 stores, receiving overwhelmingly positive responses from customers.
“The sportswear range incorporates advanced fabric technologies like moisture-wicking and moisture management to deliver seamless comfort and enhanced performance. Super-durable yarns ensure long-lasting wear, while seamless bonded construction provides a ‘second skin’ feel. We also use innovative fibers such as Lyocell A100, which boost performance with richer colors and durability while reducing carbon emissions by 50% and being fully biodegradable — earning the prestigious USPA Life tag,” highlightes Kaushik.
“Sustainability is central to our choices: regenerated fibers like bamboo, modal, and Lenzing Lyocell are traceably sourced, and recycled components in man-made fibers support circular fashion. Our material innovations also reduce water usage and dye consumption by 50%, reflecting our commitment to responsible production,” she added further.
Navigating Market Challenges with Culturally Sensitive Strategies
USPA approaches the innerwear category with sensitivity, ensuring its communication remains aspirational yet relatable, emphasising comfort, confidence, and lifestyle over overt sensuality. By integrating fashion with performance, it successfully challenges stereotypes and engages customers meaningfully, while respecting cultural values.
“Our aim is to inspire confidence and style in everyday wear, without compromising on cultural sensibilities or comfort,” concludes Kaushik.
