Mumbai: Spykar has announced the pan-India launch of its latest denim fit, Ikemen, backed by a high-impact campaign titled ‘Stay Hip, Stay Loose’ featuring Vidyut Jammwal.
The launch comes amid a resurgence of 90s-inspired baggy silhouettes globally, with Indian consumers—particularly Gen Z and Gen Alpha—gravitating towards relaxed, gender-neutral fits that blend comfort with self-expression. Spykar’s Ikemen aims to tap into this cultural shift, positioning itself as a versatile and contemporary denim choice.
The campaign reflects evolving fashion sensibilities, where “Hip” signifies a trend-aware, youth-driven mindset, while “Loose” underscores comfort, fluidity and individuality. Together, the narrative aligns with a broader movement where fashion prioritises authenticity and personal style over conformity.
Vidyut Jammwal, known for his action-driven persona and agility, brings a distinct edge to the campaign, reinforcing the brand’s messaging around confidence and unrestricted style.
Speaking on the launch, Sanjay Vakharia, CEO and Co-founder, Spykar, said, “Ikemen is our response to a clear shift in consumer mindset. Today’s youth is moving towards relaxed silhouettes that allow individuality and ease. With Ikemen we are not just launching a fit, we are building a cultural narrative around how denim and style is evolving in India.”
The campaign will be amplified through a multi-platform rollout spanning films, digital content and social storytelling. Spykar also plans to drive engagement through curated style edits, seasonal look guides and trend-led conversations, aiming to position Ikemen at the centre of mainstream fashion discourse in India.
