Page Industries Ltd., the exclusive licensee of JOCKEY International Inc. (USA), has expanded its youth-focused athleisure brand JKY Groove™ with a fresh collection under its ‘Always In It’ campaign. The latest launch introduces versatile styles for men and women, inspired by a generation that effortlessly transitions between sports, college life, social outings, and everyday adventures.
Designed to reflect the fast-paced lifestyles of Gen Z consumers, the collection combines sporty aesthetics with contemporary streetwear influences, offering comfortable silhouettes that balance style, functionality, and self-expression.
The women’s range features tank tops with built-in cups, sporty skorts, oversized graphic T-shirts, ringer tees, relaxed co-ord sets, and cargo-inspired bottoms. The collection focuses on easy-to-style pieces that provide comfort while adapting seamlessly to different occasions throughout the day.
For men, the collection draws inspiration from basketball and street culture with mesh jerseys, oversized polos, graphic ringer T-shirts, relaxed co-ords, cargo pants, and shorts. Each piece has been created to deliver effortless styling while supporting active, everyday lifestyles.
Commenting on the launch, Nihal Rajan, Chief Marketing Officer, Jockey India, said, “Young consumers today don’t separate comfort from style; they expect both, all the time. That’s exactly what inspired JKY Groove™. ‘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. Since launch, we’ve seen an incredible response from a generation that wants fashion to move as fast as they do. With this new drop, we’re bringing fresh silhouettes, bolder styling and more versatility to help them stay comfortable while expressing their individuality. That’s what being ‘Always In It’ is all about.”
The latest JKY Groove™ collection is now available at select Jockey Exclusive Outlets, leading online marketplaces, and the brand’s official website. Supporting the launch, the ‘Always In It’ campaign will be promoted through digital storytelling, creator collaborations, social media content, and immersive retail experiences, celebrating the energy, confidence, and individuality of today’s youth.
