Nykaa Fashion launches its first underwear and athleisure brand

Nykaa Fashion has announced its first underwear and athleisure brand for men, GLOOT. According to an official statement, Nykaa Fashion aims to redefine an often-ignored space when it comes to men's needs by combining comfort and technology in a way that is kind to the planet.

The Falguni Nayar-led e-commerce firm stated that Gloot's design philosophy is rooted in eco-conscious manufacturing with recyclable packaging, to stand by its commitment to reduce the carbon footprint, encouraging you to move and chill while embracing mindfulness. Gloot products are made from The Lenzing Lyocell fiber, which is able to have an 83 per cent lower Carbon Footprint compared to a generic comparable fibre. The brand uses 100 per cent recycled plastics for packaging, has zero plastic waste policy and promotes reusing packaging too.

Preeti Gupta, Chief Business Officer, Nykaa Fashion said, With Gloot, we have infused technology into innerwear and casual wear, which results in ultimate comfort for men. It's possible to solve all the problems that consumers have with underwear with the help of the fit advisor tool, the anti-odour t-shirts, shorts, and joggers, or even the SAC technology. 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. Its range of 38 products will only be available in Nykaa.com and Nykaa Luxe and On Trend stores for a year.

The shares of Nykaa parent company FSN E-Commerce Ventures Ltd closed on Wednesday at 1.39 per cent higher than Rs 1,402. On the BSE, it was 70 apiece.