02-06-2025
- Entertainment
- Fashion Value Chain
Jockey Launches Gen Z-Focused Athleisure Line ‘JKY Groove'
Jockey has unveiled JKY Groove™, a youth-centric athleisure line crafted for Gen Z consumers aged 18–24. This launch marks a significant step in the brand's lifestyle expansion, targeting young adults who prioritize both style and comfort in their everyday wear.
Available exclusively at 52 Jockey stores across India and on the Groove collection channels Gen Z's vibrant energy and self-expression through trend-driven, comfort-first designs.
'With JKY Groove™, we are connecting authentically with the new generation of style-conscious consumers,' said Nihal Rajan, Chief Marketing Officer, Jockey India. 'It's a collection that combines oversized fits, youthful silhouettes, and multi-functional designs to suit the fast-paced, expressive lifestyle of today's youth.'
The collection includes:
Oversized T-shirts & Hoodies
Multi-utility Cargos
Crop Tops & Tank Tops
Each piece is crafted to be versatile, expressive, and movement-friendly, with modern silhouettes that reflect Gen Z's rhythm and identity. The collection represents Jockey's transition from an innerwear brand to a lifestyle-driven label, evolving with shifting fashion preferences without compromising on comfort.
Watch the Campaign:
