UNDRESS launches luxury men's intimatewear brand in India

UNDRESS, a new Indian luxury intimatewear brand for men, has announced the nationwide launch of its debut collection and campaign. The brand is fronted by actor and fashion personality Urvashi Rautela.

The thirteen-style debut collection is priced between ₹799 and ₹1,399. The brand aims to move beyond the traditional market focus on comfort and utility, instead targeting a niche centered on intimacy, bold design, and confidence. The brand's proposition, ‘Intimatewear for Men. Designed by Her. For Him.’, seeks to address a perceived gap between functional men's underwear and expressive women's lingerie.

The collection features striking prints, unexpected colors, and sensual silhouettes, intended to position men's intimatewear as a conscious choice for specific occasions such as dates, weddings, or holidays.