Menswear brand Rare Rabbit, part of The House of Rare, has announced its entry into the innerwear category with the launch of Innerv—a premium line of trunks, briefs, and boxers.
Speaking of the launch, Manish Poddar, Co-Founder, The House of Rare, said, “Innerv marks a natural yet significant progression for us at The House of Rare. For nearly a decade, Rare Rabbit has redefined how the Indian man dresses – with intention, sophistication, and a deep respect for quality. Innerwear is a category we’ve long studied, and we chose to enter only when we knew we could offer something truly differentiated. We are guilty of not launching sooner, but better late than never.”
Poddar added, “Designing outerwear is simpler – it is visible, expressive, and often driven by trends. But curating innerwear is more complex. It is about fit precision, comfort, and confidence that shows only when, as a brand, you adorn, acquire, and impress your community. It may take up the smallest space in a wardrobe, but it is an integral part of a man’s day. With Innerv, we are setting new benchmarks in material integrity, design minimalism, and everyday functionality. This is not just innerwear, it’s an extension of our brand philosophy, crafted for the man who values substance as much as style.”
Pulkit Verma, Chief Business Officer, Retail at The House of Rare, added, “This isn’t just a category extension, it’s a thoughtful reinvention of what men’s innerwear should be. Today’s Indian man is detail-oriented, hygiene-conscious, and appreciates conscious comfort. With Innerv, we’re filling a distinct void in the market for innerwear that’s both luxurious and responsible.”
About Innerv
With Innerv, Rare Rabbit is targeting the modern man who is seeking everyday luxury. The range focuses on precision fits, minimalistic branding, sustainable materials, and subtle color palettes.
The debut Innerv range is made from ethically sourced, 100% natural cotton, featuring sweat-absorbent technology, second-skin softness, durable jel-print branding, and fibre-based sustainable packaging. It is available in trunks, briefs, and boxers, in seven curated shades, with prices starting at Rs 799 for single and triple packs.
India’s innerwear market is projected to reach USD 16.30 billion by 2033, growing at a CAGR of 4.80% between 2025 and 2033. Rare Rabbit plans to retail Innerv both online and through its physical store network, with future additions to include socks and sleepwear.
Established in 2015 under Radhamani Textiles, The House of Rare houses brands including Rareism (womenswear), Rare Rabbit (menswear), Rare Ones (kidswear), and Rare’Z (streetwear and footwear), along with the cultural platform RareFore. The group currently operates over 170 stores across India.
