Cricket captain ViratKohli is set launch a men’s innerwear range under his ‘one8’ brand in association with Artimas Fashions, a subsidiary of Lux Industries.

“I am excited and optimistic about the launch of one8 innerwear. Today’s era is defined by the restless and dynamic youth of the nation, where style and flexibility go hand-in-hand with comfort,” said Kohli, whose one8 brand is named after the No. 18 cricket jersey he wears. “As a sports person, I am extremely cautious when it comes to finding comfort both on and off field…With this launch, we not only aim to revolutionise the industry, but also intend to evolve identities synonymous with the brand.” Kohli is the highest-paid sports celebrity in the country. He has a Rs. 110-crore deal with German sports and athleisure brand Puma for one8-branded apparel, footwear and accessories.