Frenchie X by VIP Clothing bolsters digital approach with Amazon India launch

May 08, 2025

Category: GARMENTS

Country: India

Region: As

By Isabelle Crossley
7th May, 2025.

Inner wear label VIP Clothing Limited has announced the exclusive launch of its sub-brand Frenchie X on Amazon India. With this move, the legacy company aims to strengthen its digital-first approach while making its inner wear accessible to a wider online consumer base.

“Frenchie X is designed for people who expect more from their basics," said VIP Clothing Limited’s direct to customer head Kanishk Pathare about the launch in a press release.

"Our exclusive launch on Amazon is about giving today’s consumer direct access to innerwear that feels as good as it looks. At VIP, we’re dialling up everyday essentials to match the energy of modern living”, said Mr. Pathare.

Frenchie X is positioned as a contemporary inner wear line designed to meet the lifestyle needs of modern consumers. The launch builds on VIP Clothing Limited’s five-decade-long history in premium men’s inner wear and follows the brand’s recent diversification into women’s and children’s segments, as well as athleisure with Rivolta.

The business has increasingly focused on expanding its direct-to-consumer strategy, using e-commerce platforms to deliver agility, convenience, and wider reach. The exclusive collaboration with Amazon is intended to reflect this evolving focus. The partnership also underscores VIP Clothing Limited’s continued efforts to merge its legacy expertise with digital retail momentum, tapping into India’s fast-growing online fashion market.