Launch Announcement
On 28 August 2026, UNDRESS, an Indian luxury intimatewear brand for men, unveiled its nationwide debut collection comprising thirteen distinct styles. The launch is positioned as a digital‑first initiative, with sales initially through its website undress.co.in and an Instagram presence @worldofundress, followed by planned expansion onto major fashion and lifestyle marketplaces.
Product Details and Pricing
Each piece is constructed from a blend of 90 % MicroModal and 10 % Spandex, delivering a soft, breathable, second‑skin feel, complemented by premium waistbands, tailored fits, and expressive prints, colours, and silhouettes. Prices range from ₹799 to ₹1,399, situating the line in the “accessible luxury” segment, aiming to bring design and fabrication standards of higher‑priced international intimatewear to Indian consumers.
Brand Positioning and Philosophy
UNDRESS is built on the proposition “Intimatewear for Men. Designed by Her. For Him.”, seeking to shift men’s underwear from purely functional basics to occasion‑driven choices akin to women’s lingerie. The brand emphasizes intimacy, desire, bold design, and confidence, encouraging men to consider their undergarments with the same deliberation as shirts, shoes, or watches. Founder and CEO Shradha Chaturvedi, a woman, frames the venture as a response to a market whitespace where emotional and design aspects of men’s innerwear are under‑served.
Campaign and Ambassador
Actress and fashion personality Urvashi Rautela fronts the debut campaign, articulating the cultural message “Men Should Make the Effort Too.” The campaign deliberately places a female voice at its centre, contrasting traditional male‑centric marketing, and will be extended through female influencers across UNDRESS’s digital ecosystem to discuss attraction, relationships, dating, weddings, confidence, and intimacy from a woman’s perspective.
Target Market and Growth Outlook
According to IMARC Group, India’s overall male innerwear market was approximately USD 10.7 billion in 2025 and is projected to reach USD 16.5 billion by 2034. The premium segment alone was about USD 815.8 million in 2025, with an expected rise to roughly USD 1.40 billion by 2034, driven by rising disposable incomes, fashion consciousness, e‑commerce adoption, and demand for higher‑quality fabrics. UNDRESS aims to capture a share of this premiumisation wave by offering emotionally resonant, design‑forward products for occasions such as weddings, honeymoons, anniversaries, gifting, dating, and travel.
Operational and Contact Information
UNDRESS’s products are conceived in India, designed with Parisian sensibility, and manufactured in Indonesia, reflecting a blend of Indian entrepreneurship and global craftsmanship. For media inquiries, contact Neeti Mathur, Senior Director at ThinkQue Consulting (+91 9289097538) and Suhani Rana, PR Executive at ThinkQue Consulting (+91 8580548931). The press release is distributed under an arrangement with NRDPL, with PTI assuming no editorial responsibility.