Blending comfort features with fresh
seasonal tones, the new drop reflects the youthful
energy and easygoing style of Gen Z
YouTube Link for Campaign - https://youtu.be/ehPrmE2xt98
National : Page Industries Ltd., the exclusive licensee
of JOCKEY International Inc (USA), today announced the latest drop in its fast growing
athleisure line JKY Groove™, reinforcing the brand’s momentum with Gen Z
consumers. Designed for the winter season, the new collection brings a curated
edit of modern silhouettes in trend-right colors and silhouettes that reflects
the expressive style of today’s youth.
The collection introduces
updated essentials for women and men, including oversized tees, hybrid
sweatshirts, wide-leg pants and utility-influenced pieces. Crafted with best in
class fabrics that define new age comfort, and backed by everyday functional
details, the collection highlights a perfect blend of style with comfort and
durability.
This expansion comes at a time when
athleisure has become a defining part of youth culture, driven by relaxed
dressing, streetwear cues and the rise of functional clothing. For Gen Z,
comfort is essential, but so is self-expression. JKY Groove™ aligns with this
shift, offering stylish, versatile pieces that fit seamlessly into the
lifestyle of today’s youth.
“JKY Groove™ has quickly become one of
our strongest youth propositions, and this drop builds on that momentum,” said
Nihal Rajan, Chief Marketing Officer, Jockey India. “We’re sharpening the
silhouettes, updating the palette and doubling down on functionality to meet exactly
how young consumers are styling themselves across college, work, travel and
social settings. It’s a clear step forward in Jockey’s evolution into a modern
lifestyle brand.”
The new JKY Groove™ drop is now available at select Jockey Exclusive
Outlets, leading marketplaces and on www.jockey.in, with a focused
rollout across key metro cities. To amplify the launch, Jockey India is
deploying a sharp, youth-focused multi-platform campaign that brings the Groove
narrative to life, centered on modern silhouettes, functional detailing and the
cultural cues driving India’s athleisure movement. The campaign features an
energetic film, strong digital and social storytelling and in-store
experiences, all aimed at engaging young consumers and spotlighting the
collection’s blend of comfort, versatility and trend-led style.