UNDRESS brings a female perspective to India’s men’s luxury intimatewear market
New Indian brand UNDRESS has launched its debut men’s intimatewear collection with actor Urvashi Rautela, combining Parisian design sensibility, Indonesian craftsmanship and an occasion-led approach.
UNDRESS is built around the proposition “Intimatewear for Men. Designed by Her. For Him.”
HYDERABAD: A new Indian luxury intimatewear brand for men, UNDRESS, has entered the market with a proposition that seeks to move men’s underwear beyond comfort and functionality and into the territory of intimacy, design, confidence and occasion.
The Hyderabad-based brand has launched its debut collection and campaign fronted by actor and fashion personality Urvashi Rautela. The 13-style collection is priced between ₹799 and ₹1,399 and combines Indian entrepreneurship with a Parisian design sensibility and manufacturing in Indonesia.
UNDRESS is built around the proposition “Intimatewear for Men. Designed by Her. For Him.” The brand’s central idea is to bring a female perspective into a category that has traditionally been marketed largely through male-oriented notions of comfort, utility and functionality.
The brand sees a gap between conventional men’s underwear and women’s lingerie, where products are often selected around mood, occasion, attraction and self-expression. UNDRESS aims to position men’s intimatewear as something consciously chosen for occasions such as dates, weddings, honeymoons, anniversaries, holidays and intimate evenings.
The debut collection moves away from conventional men’s innerwear designs through striking prints, unexpected colours, expressive patterns and more sensual silhouettes. The brand said the objective is not merely to make underwear that looks different in the Indian market, but to create design-led men’s intimatewear capable of competing with international products.
The products use a composition of 90% MicroModal and 10% Spandex, which the company says has been selected for its softness, breathability and second-skin feel. Premium waistbands, tailored fits and considered construction form part of the product proposition.
At ₹799–₹1,399, UNDRESS is positioning itself as an accessible luxury brand aimed at consumers seeking premium design and fabrication without the pricing associated with more expensive international intimatewear labels.
A key differentiator for the brand is its approach to who gets to shape the conversation around men’s intimatewear.
Founded by Shradha Chaturvedi, UNDRESS is conceived from a woman’s perspective on men’s intimacy and attraction. The brand plans to use female voices across its communication, including its founder, influencers and brand ambassador.
The strategy deliberately reverses the conventional approach to men’s innerwear advertising. Instead of positioning masculinity as the central theme, UNDRESS seeks to create a conversation between men and women around attraction, intimacy, confidence and the effort both partners bring to an intimate relationship.
Shradha Chaturvedi, Founder and CEO of UNDRESS, said the brand emerged from the observation that men’s underwear had evolved considerably in comfort, fabric and fit but had largely remained a functional category, with little attention paid to intimacy.
She said the brand aims to encourage men to make an effort in intimate moments while combining product quality with distinctive design.
Urvashi Rautela, who fronts the debut campaign, said the idea of bringing the conversation around confidence, mood and anticipation to men’s intimatewear attracted her to the brand. She also highlighted the unusual role of a woman in creating and leading a men’s intimatewear brand.
The campaign places Rautela at the centre rather than using a male celebrity to communicate directly to men. Its broader proposition is summed up by the line “Men Should Make the Effort Too.” Female influencers will continue the conversation across the brand’s digital ecosystem, covering relationships, dating, weddings, confidence and intimacy.
UNDRESS is also targeting occasion-led purchases, particularly weddings and honeymoons. The brand sees weddings, anniversaries, gifting, dating and travel as opportunities to shift men’s intimatewear from an everyday replenishment purchase towards a more considered category associated with specific occasions.
With its combination of design-led products, accessible luxury pricing and a female-led brand narrative, UNDRESS is seeking to carve out a new space in India’s growing premium men’s apparel and intimatewear market.
