Jockey expands youth athleisure strategy with new JKY Groove Drop

Page Industries Ltd., the exclusive licensee of JOCKEY International Inc (USA), has announced a new drop within its athleisure line JKY Groove, extending the brand’s engagement with Gen Z consumers. Launched in Mumbai on 15 November 2025, the winter-focused collection builds on the line’s recent growth and reflects Jockey India’s broader ambition to evolve as a modern lifestyle brand.

The latest JKY Groove drop introduces a refreshed selection of contemporary silhouettes for women and men, designed to align with seasonal dressing preferences and youth-led fashion cues. The range includes oversized t-shirts, hybrid sweatshirts, wide-leg trousers and utility-inspired separates. The designs prioritise relaxed fits and adaptable styling, intended to transition easily across college, work, travel and social settings.

Fabric innovation and everyday functionality remain central to the collection. The pieces are constructed using materials positioned around comfort and durability, supported by practical detailing for daily wear. This combination reflects a wider shift in youth fashion towards clothing that balances visual appeal with usability, particularly as casual and athleisure styles continue to influence mainstream wardrobes.

The expansion comes at a time when athleisure has become embedded within youth culture, shaped by relaxed dress codes, streetwear aesthetics and a preference for versatile clothing. For Gen Z consumers, comfort is no longer a differentiator but an expectation, alongside individuality and self-expression. JKY Groove is positioned to respond to these expectations by offering styles that are adaptable without appearing uniform.

Nihal Rajan, chief marketing officer, Jockey India, said, “JKY Groove has quickly become one of our strongest youth propositions, and this drop builds on that momentum. 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.”

From a brand strategy perspective, the latest drop reinforces Jockey India’s focus on faster design cycles and more targeted youth communication. The line reflects a move away from purely innerwear-led perceptions towards a broader lifestyle positioning, particularly in categories where competition is driven by relevance and cultural alignment rather than heritage alone.

The new JKY Groove collection is available at select Jockey Exclusive Outlets, leading online marketplaces and via the brand’s website, with distribution focused on key metro cities. The rollout is supported by a youth-oriented, multi-platform marketing campaign designed to extend visibility and engagement across touchpoints.

The launch campaign brings the ‘Groove’ narrative to life through an energetic brand film, supported by digital and social storytelling and in-store activations. The communication highlights modern silhouettes, functional detailing and the cultural influences shaping India’s athleisure landscape. Together, these elements aim to reinforce JKY Groove’s positioning as a line that reflects how young consumers dress today, while supporting Jockey India’s continued relevance within a competitive fashion and lifestyle market.