On July 6, Nykaa Fashion revealed GLOOT as its entry into the men’s athleisure and underwear market. The new multi-brand e-commerce clothing offering was “inspired by the demands of health-conscious consumers,” the business claims.

The GLOOT underwear collection will cost as little as Rs 499, while the athleisure clothing line will cost as much as Rs 899.

Nykaa Fashion said that the majority of men’s underwear alternatives on the market today resulting in some level of unease and discomfort, such as underwear riding up, odor, and cleanliness, as well as the absence of options in the category of active underwear. This, along with a lack of awareness of underwear—not understanding the difference between a trunk, boxer briefs, briefs, and more. They are persistent problems, and GLOOT aims to address them completely.

By providing both innerwear and outerwear ranges that include Daily Chill with cool mesh zones, the firm stated in a statement that it “aims to reinvent an often-ignored space when it comes to men’s requirements by integrating comfort and innovation in a way that is friendly to the earth.”

Nykaa Fashion evaluated the reinvented product pattern on a range of body types to find the best fit, coupled with the new ergonomic design at the crotch and back that keeps the garment in place. The novel four-way stretch fabric is constructed of cotton and combines Tencel for suppleness with cotton’s durability.

Even after several items of washing, this distinctive combination retains color and is buttery soft. For sports and exercises, the move-n-chill with smooth anti-bulge comfort (SAC) technology is perfect, and the clean series has t-shirts, polos, shorts, and joggers that are stain- and odor-resistant.

GLOOT will provide online interactive services using an algorithm that will assist customers in choosing the appropriate product and size based on body type for ease of use. On the site, subscription services will also be available so that customers can get their hands on a fresh box of underwear once it has gone through about 45 washes.

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