Conceived in India, designed with Parisian sensibility, and crafted in Indonesia, UNDRESS enters the market with a provocative proposition: “Intimatewear for Men. Designed by Her. For Him.”
BENGALURU, September 2, 2026 — UNDRESS, a trailblazing Indian luxury intimatewear brand for men, has officially announced its nationwide launch featuring a debut campaign fronted by acclaimed actor and fashion icon Urvashi Rautela. Positioned at an accessible luxury price point ranging from ₹799 to ₹1,399, the thirteen-style debut collection seeks to transform how men approach their most personal garments.
While the traditional men’s innerwear market in India has historically centered on utility, basic comfort, and daily functionality, UNDRESS enters to occupy an unexplored whitespace: desire, romance, elevated design, and intimate confidence.
Filling the Whitespace in India’s Innerwear Market
The Indian innerwear landscape is populated by mass-market functional brands, fabric-focused startups, and high-end international labels. However, a distinct emotional gap remains between standard men’s underwear and the expressive world of women’s lingerie. While women regularly select intimatewear based on mood, occasion, self-expression, and attraction, men’s choices have remained strictly utilitarian.
UNDRESS addresses this disparity by redefining men’s intimatewear as a conscious choice for milestone moments—such as dates, wedding nights, honeymoons, anniversaries, and holidays—rather than a passive layer hidden beneath clothing. The brand’s overarching ambition is to inspire men to ask themselves, “What should I wear tonight?” with the same deliberate consideration they apply to tailored shirts, timepieces, luxury shoes, or fine fragrances.
Global Design Sensibility and Premium Craftsmanship
Deliberately breaking away from standard visual conventions, the debut collection pairs expressive patterns, unexpected color palettes, bold prints, and sensual silhouettes with high-performance construction.
- Global Lineage: Rooted in Parisian aesthetic sensibilities, crafted by specialized intimatewear manufacturers in Indonesia, and backed by Indian entrepreneurial vision.
- Material Composition: Engineered using a ultra-soft 90% MicroModal and 10% Spandex blend to deliver a breathable, second-skin feel with four-way stretch.
- Targeted Positioning: Accessible luxury priced between ₹799 and ₹1,399, offering high-end international design standards directly to aspirational Indian consumers.
A Men’s Brand Shaped by the Female Gaze
UNDRESS differentiates itself not only through its product line, but through the perspective guiding its creation. Founded by CEO Shradha Chaturvedi, the brand approaches men’s intimacy through a female lens. By featuring female voices—from its founder and creative team to its brand ambassador and digital partners—UNDRESS introduces the female gaze to a product category historically dominated by male-oriented marketing.
The brand poses a cultural question: Women have long been expected to make an effort when dressing for intimate occasions—why shouldn’t men? Rather than dictating traditional definitions of masculinity, UNDRESS creates an open, contemporary dialogue around modern attraction, effort, and shared confidence.
“When we studied the category, the whitespace was striking,” said Shradha Chaturvedi, Founder and CEO of UNDRESS. “Men’s underwear has evolved in terms of basic comfort, but intimate design was missing entirely. Women have options for every mood and occasion, while men are left with standard functional basics. UNDRESS is about encouraging men to make an effort, too. We’ve combined world-class design with uncompromising fabric standards to build a brand capable of standing alongside the best in the world.”
Urvashi Rautela added: “What attracted me to UNDRESS was its core concept. Women understand that intimatewear influences mood, self-assurance, and the anticipation of a special moment. UNDRESS brings that elevation to men. I love that a men’s intimatewear brand is led by a woman’s perspective, giving women a voice in the category. If intimacy involves two people, making the effort shouldn’t fall on just one.”
Occasion-Led Launch Campaign
The debut campaign featuring Urvashi Rautela sets out to establish the cultural framework: “Men Should Make the Effort Too.” Placing a high-profile female figure at the center of the campaign challenges typical industry norms and highlights mutual participation in intimate relationships.
Moving forward, UNDRESS will continue to amplify these themes across its digital platforms through collaborations with female creators, addressing dating dynamics, wedding preparation, confidence, and modern relationships.
The brand identifies wedding, honeymoon, and gifting markets as major growth drivers. While Indian weddings involve extensive focus on public attire for the groom, little attention is paid to intimate choices once ceremonial wear is removed. UNDRESS aims to capture these moments—alongside travel and anniversary occasions—shifting men’s innerwear from a routine replacement item into an occasion-driven lifestyle category.
