Page Industries Ltd., the exclusive licensee of JOCKEY International Inc. (USA), has unveiled a fresh winter drop under its fast-growing athleisure label, JKY Groove™, further deepening its connect with Gen Z consumers. The latest collection builds on the brand’s youthful momentum, introducing trend-forward silhouettes and seasonal colourways that reflect the relaxed yet expressive style of today’s youth.
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Designed for the winter season, the new JKY Groove™ range features updated essentials for both women and men. Key pieces include oversized T-shirts, hybrid sweatshirts, wide-leg pants and utility-inspired styles. Crafted using premium fabrics, the collection focuses on next-generation comfort, durability and everyday functionality, while staying aligned with contemporary streetwear and athleisure aesthetics.
The launch comes at a time when athleisure continues to shape youth fashion, driven by a preference for relaxed dressing, functional clothing and versatile styles that transition seamlessly across college, work, travel and social settings. For Gen Z, comfort is non-negotiable, but individuality and self-expression remain equally important. JKY Groove™ taps into this cultural shift by offering adaptable, style-led pieces designed for modern lifestyles.
Commenting on the launch, Nihal Rajan, Chief Marketing Officer, Jockey India, said, “JKY Groove™ has emerged as a strong youth proposition for us. With this drop, we’ve refined silhouettes, refreshed the colour palette and enhanced functionality to mirror how young consumers dress today. It marks another step in Jockey’s journey towards becoming a modern lifestyle brand.”
The new JKY Groove™ collection is now available at select Jockey Exclusive Outlets, leading online marketplaces and on www.jockey.in, with a focused rollout across key metro markets. To support the launch, Jockey India has rolled out a youth-centric, multi-platform campaign featuring an energetic film, digital and social storytelling, and immersive in-store experiences that spotlight the collection’s comfort-driven, trend-led appeal.
