Brands
JKY Groove rolls out new athleisure collection with ‘Always In It’ campaign
Jockey India’s youth-focused line adds sporty styles inspired by Gen Z’s active lifestyle
MUMBAI: Fashion is picking up the pace, and JKY Groove is making sure Gen Z keeps in step. Page Industries, the exclusive licensee of JOCKEY International Inc. in India, has expanded its youth athleisure label JKY Groove with a fresh collection under its new ‘Always In It’ campaign.
The latest drop builds on the momentum of the brand’s earlier collections, introducing trend-led apparel for men and women designed for young consumers who move seamlessly between college, sport, social outings and everyday life.
For women, the collection features tank tops with built-in cups, skorts, oversized graphic T-shirts, ringer styles, relaxed co-ords and cargo-inspired bottoms. The range aims to combine comfort, versatility and self-expression while catering to an active lifestyle.
The men’s collection draws inspiration from sports culture, offering basketball-style mesh jerseys, oversized polos, graphic ringer T-shirts, relaxed co-ords and cargo pants and shorts that blend streetwear aesthetics with everyday comfort.
“Young consumers today don’t separate comfort from style. They expect both, all the time. That’s exactly what inspired JKY Groove,” Jockey chief marketing officer Nihal Rajan said.
“‘Always In It’ celebrates a generation that doesn’t wait for occasions. They’re in the game, in the moment, in the conversation and in the culture. JKY Groove is designed to move with them through it all,” Jockey chief marketing officer Nihal Rajan added.
According to Rajan, the latest collection introduces fresh silhouettes, bolder styling and greater versatility while staying true to the brand’s focus on comfort and individuality.
The new JKY Groove collection is now available through select Jockey Exclusive Outlets, leading online marketplaces and the brand’s official website. The launch is being supported by the ‘Always In It’ campaign across digital platforms, social media, creator collaborations and immersive retail experiences.
With athleisure continuing to resonate with younger shoppers, the latest JKY Groove collection reflects Jockey India’s effort to strengthen its appeal among Gen Z consumers by combining sport-inspired fashion with everyday wearability.
