UnderJeans by Spykar is carving out a distinct space in men’s innerwear by bringing a fashion-led perspective to everyday essentials. An extension of the Indian denim brand Spykar, UnderJeans has evolved from a youthful sub-brand into a super-premium proposition centred on contemporary design, fabric innovation and comfort. Its approach reflects a shift in consumer expectations, with innerwear increasingly viewed as an extension of personal style rather than a purely functional purchase. The brand combines Spykar’s fashion-forward identity with a product strategy focused on fit, feel and performance, using premium cotton, cotton-modal blends, imported micro modal, bamboo yarn and advanced microfibres. These fabrics are engineered to deliver attributes such as breathability, stretch retention, quick-drying performance and odour control, addressing the demands of consumers seeking greater comfort and durability in daily wear.
The portfolio spans trunks, briefs, vests and lounge pants, with the brand building depth in established categories while introducing differentiated fabric-led offerings to encourage consumers to trade up. This premiumisation strategy is reflected in its year-on-year growth of over 20%, indicating rising interest in higher-quality innerwear. Alongside product innovation, sustainability is becoming an integral part of the brand’s development agenda, with a growing emphasis on eco-conscious fabrics, low-impact dyes and responsibly sourced materials. As the category evolves through changing lifestyles and heightened expectations around comfort, design and material quality, UnderJeans is focusing on strengthening its positioning at the intersection of premium everyday wear and contemporary menswear.
Balancing Comfort, Design and Value
UnderJeans differentiates itself by translating Spykar’s youthful, fashion-led identity into a premium innerwear proposition. Its approach to premiumisation centres on elevating the everyday experience through superior fabrics, refined fits and functional benefits, while ensuring the products deliver value for money.
“UnderJeans combines contemporary styling with performance-oriented materials, including premium bonded micro modal, nylon, Tencel, advanced cottons, cotton-modal blends, bamboo yarn and microfibres. Functional attributes such as odour control, quick-dry performance and stretch retention further enhance comfort and usability, catering to consumers seeking quality and performance in everyday essentials,” says Kunal Mehta, Business Head, UnderJeans by Spykar.
Understanding the Evolving Consumer
UnderJeans caters to the modern, style-conscious Indian man who prioritises comfort, quality and individual expression. While younger consumers are encouraging experimentation in innerwear, demand for superior fabrics and dependable fits is gaining traction across age groups. Preferences also vary by region, with climate, lifestyle and local requirements influencing fabric choices and product selection.
“Our product strategy balances a consistent brand identity with the flexibility to respond to diverse consumer needs across India,” highlights Mehta.
Innovation Through Fabric and Fit
UnderJeans’ innovation strategy centres on enhancing everyday comfort and performance through advanced materials and functional features. Its fabric portfolio includes premium cottons, cotton-modal blends, imported micro modal, bamboo yarn and microfibres, with technologies designed to deliver odour control, quick-drying performance and lasting stretch retention.
“Premium bonded micro modal is an important part of our differentiated proposition. Sustainability is increasingly integral to our approach, with a growing focus on eco-conscious fabrics, low-impact dyes and responsible sourcing. Our objective is to make comfort both premium and more sustainable,” explains Mehta.
| UNDERJEANS: OMNICHANNEL REACH
Retail presence: 800+ retail touchpoints , including Spykar’s exclusive brand outlets, large-format stores and leading multi-brand innerwear destinations. Digital channels: E-commerce marketplaces and the brand’s own direct-to-consumer (D2C) website. Market reach: Presence across metros and Tier 2 and 3 cities. Omnichannel strategy: Physical stores drive accessibility and product discovery, while digital platforms offer convenience, a wider assortment and stronger consumer engagement. |
Building Consumer Relevance Through Branding and Marketing
For UnderJeans, branding is about building a stronger identity in a category where product functionality often takes precedence over emotional appeal. Drawing from Spykar’s youthful positioning, the brand aims to connect with consumers through confidence, self-expression and relatable everyday experiences, keeping product relevance central to its communication.
“Our marketing approach is focused on making innerwear more aspirational without losing sight of what matters most to the consumer. We want to build a distinctive brand identity that translates into meaningful engagement, stronger purchase intent and long-term consumer loyalty,” highlights Mehta.
The Next Phase of Growth
UnderJeans’ priorities include strengthening its premium positioning, expanding distribution and accelerating omnichannel growth. The brand sees considerable potential in increasing its presence across Tier 1 and 2 cities and emerging markets, while building on its core categories. Premium fabric-led innerwear, loungewear and adjacent comfortwear are expected to create opportunities to address evolving consumer preferences.
“Alongside expansion, the focus will remain on product innovation, inventory productivity and developing a stronger digital ecosystem, with the long-term ambition of establishing UnderJeans as a preferred choice for everyday premium comfort,” concludes Mehta.
