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

Nykaa Fashion, an Indian lifestyle and fashion e-tailer, announced its entry into the men’s innerwear and athleisure category with GLOOT.

With this new brand, Nykaa Fashion aims to redefine an often-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 available at GLOOT will start from Rs. 499, while garments under the athleisure category would be priced at Rs. 899 and above.

GLOOT will provide online interactive services with an algorithm to help consumers select the right product and size based on body type. Subscription models for underwear will also be available on the platform.

Apart from being technically advanced, GLOOT products are also sustainable and environment friendly as they are made from The Lenzing Lyocell fibre which enables them to have an 83 per cent lower carbon footprint compared to a generic comparable fibre.

Commenting on the launch of the new brand, Preeti Gupta, Chief Business Officer, Nykaa Fashion, said “With GLOOT, we have infused technology into innerwear and casualwear which results in the ultimate comfort for men. 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.”