‘Stay Hip, Stay Loose’ campaign highlights shift towards relaxed and fluid denim styles

Spykar has introduced its new denim fit, Ikemen, across India, supported by the campaign ‘Stay Hip, Stay Loose’ featuring Vidyut Jammwal. The launch reflects changing consumer preferences towards relaxed silhouettes and comfort-driven fashion.

Spykar has announced the pan-India launch of its new denim fit, Ikemen, accompanied by the campaign ‘Stay Hip, Stay Loose’ featuring Vidyut Jammwal. The launch comes amid a shift in fashion trends towards 90s-inspired baggy silhouettes and relaxed styling.

The Ikemen fit is positioned within the growing preference for gender-neutral and fluid designs, particularly among Gen Z and Gen Alpha consumers. The silhouette focuses on comfort and versatility, aligning with evolving consumer demand for ease and self-expression in everyday wear.

The campaign centres on contemporary fashion themes, where “Hip” represents a trend-aware and youth-oriented approach, while “Loose” reflects comfort and flexibility in styling. It highlights a broader shift in fashion choices, where emphasis is placed on individuality alongside comfort.

Vidyut Jammwal features in the campaign, representing the concept associated with the Ikemen fit. His association aligns with the campaign’s focus on confidence and unrestricted movement in fashion.

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 rollout includes multiple platforms such as campaign films, digital content, and social media engagement. Spykar will also promote the launch through curated style edits, seasonal look guides, and trend-focused content across media platforms.