Nykaa Fashion expands into men’s innerwear and athleisure category with GLOOT

"With Gloot, we have infused technology into innerwear and casual wear which results in the ultimate comfort for men. Be it with the fit advisor tool, the anti-stain, anti-odour T-shirts, shorts, and joggers, or even the SAC technology which prevents riding up of underwear, Gloot is a highly intelligent tech creation that will solve all the usual concerns consumers have with underwear. All in all, we are proud to present a premium brand where comfort and technology come together ensuring that men are able to make a seamless transition from home to work to the gym," said Preeti Gupta

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The first thing you put on and the last thing you take off is underwear unless you are Superman. However, we are here to tell you there are other ways to feel Super, man! Chafing, riding up and bunches coupled with a whole lotta adjusting is going to be a thing of the past, thanks to Nykaa Fashion (recent developments by Nykaa).

Inspired by the needs of health-conscious individuals, the multi-brand e-commerce fashion offering is here with its first underwear and athleisure brand for men, GLOOT (know more). With this new brand, Nykaa Fashion aims to redefine an oft-ignored space when it comes to men’s requirements by combining comfort and technology in a way that is kind to the planet. The underwear range starts from INR 499 & athleisure from INR 899.

Most men’s underwear options available today cause a certain degree of uneasiness and discomfort. Everyday issues like the underwear riding up, odour and hygiene, or even the unavailability of options in the active underwear category have established this a norm.

Coupled with a lack of understanding of underwear like the difference between the trunk, boxer briefs, or briefs, and the importance of picking the right size – the perfect underwear almost sounds like a lifelong toxic relationship. And this is where Gloot comes in to bridge the gap and provide a game-changing end-to-end solution to all men’s innerwear and activewear woes!

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With both innerwear and outerwear range that comprises Daily Chill with cool mesh zones, everyday comfort will not be a luxury. After testing the reimagined product pattern on various body types, the new ergonomic pattern at the crotch and back allows it to stay in place.

The innovative 4-way stretch blend is made of cotton and reconciles the durability of cotton with the suppleness of Tencel. This unique blend is buttery soft and maintains colour even after multiple washes.

The Move-N-Chill with Smooth Anti-bulge Comfort (SAC) tech is ideal for workouts and sports and the Clean Series features Tees, Polo, Shorts, and Joggers which make today’s transitional lifestyle easy, by incorporating stainresistant and anti-odor functionalities.

“With Gloot, we have infused technology into innerwear and casual wear which results in the ultimate comfort for men. Be it with the fit advisor tool, the anti-stain, anti-odour T-shirts, shorts, and joggers, or even the SAC technology which prevents riding up of underwear, Gloot is a highly intelligent tech creation that will solve all the usual concerns consumers have with underwear. All in all, we are proud to present a premium brand where comfort and technology come together ensuring that men are able to make a seamless transition from home to work to the gym,” said Preeti Gupta, Chief Business Officer, Nykaa Fashion.

Shares of FSN E-Commerce Ventures Ltd was last trading in BSE at ₹1401.45 as compared to the previous close of ₹1385.25. The total number of shares traded during the day was 11720 in over 1800 trades.

The stock last hit in BSE,

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