In the dynamic realm of fashion, socks, a once-humble item is undergoing a remarkable transformation. Spearheading this evolution is Supersox, a brand under Super Industries that redefines the very perception of socks, elevating them from mere commodities to essential fashion accessories.

A dynamic entrepreneur with a keen eye for market trends and a passion for innovation, Harsh Saraf, Co-founder, Supersox, shares his insights on this evolving sock market at IntimAsia 2025, illustrating how this everyday item is stepping into the spotlight as a statement piece.

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A fundamental shift in perception

For decades, socks were relegated to the status of a basic commodity, serving a purely functional purpose. However, marking a significant shift in recent years, socks are no longer just a commodity; they are becoming a fashion statement, asserts Saraf. Going beyond mere aesthetics, this transformation reflects a broader shift in consumer behavior and expectations.

Brands like Supersox are actively educating consumers about the crucial role socks play in completing a wardrobe. Supersox educates customers on the importance of socks as an integral part of their wardrobe, emphasizes Saraf.

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Emerging trends shaping the future

As the socks market expands, several key trends are driving its growth. Sustainability is a major focus, with a growing segment of consumers seeking eco-friendly options. Sustainability is something that niche customers are now looking for, and that audience is growing, notes Saraf.

Additionally, performance socks designed for specific sports, such as skiing and football, are gaining popularity, catering to those who prioritize both functionality and style.

The color palette of socks is also undergoing a vibrant expansion. Gone are the days of basic white or black; bold colors and patterns are now in vogue. There is growing demand for new colors, with neon and vibrant designs being accepted as fashion accessories, observes Saraf, highlighting the trend towards more expressive choices in sock fashion.

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Navigating the evolving retail Landscape

The retail environment for socks is also undergoing a major shift. While traditional brick-and-mortar stores still account for a significant portion of sales, the rise of quick commerce and online shopping is undeniable. Acknowledging this dynamic, Saraf states, quick commerce is growing very fast in India. It's not something that any brand can ignore.

Supersox has adapted to this changing landscape by establishing a strong presence across various online platforms, including Zepto, Blinkit, Amazon, Myntra, and Flipkart. Currently, the brand’s online sales are growing at about 100 per cent Y-o-Y, reveals Saraf, highlighting the brand's success in navigating the digital marketplace. This adaptability is crucial as consumers increasingly turn to online shopping for convenience and variety.

Manufacturing and global ambitions

When discussing the manufacturing landscape, Saraf expresses confidence in India's capabilities. He believes, the country possesses the necessary infrastructure, machinery, and skilled workforce to compete on a global scale. Many large sock brands are manufacturing for leading brands across the world, he states, underscoring India's potential as a global export hub for socks.

As the sock industry in India continues to evolve, driven by changing consumer preferences and innovative retail strategies, Supersox stands as a testament to the potential of this once-overlooked accessory. Saraf's insights reveal a dynamic market that embraces not ust fashion but also sustainability and performance. With the right approach, socks are poised to become a staple in every wardrobe, transcending their traditional role and redefining what it means to be fashionable.

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Aneeth Arora’s fashion label Péro has launched its Autumn/Winter 2024 collection in partnership with ‘Barbapapa, the beloved children’s character, originally created in the 1970s by French authors Annette Tison and Talus Taylor.

Aptly titled ‘Hullabaloove, this playful collection brings the vibrant, abstract Barbapapa characters to life through imaginative garments designed for both men and women.

The collection showcases oversized jackets and coats adorned with various Barbapapa characters as tactile appliqués. The iconic cartoon eyes of the characters are also featured on hats and accessories, adding a playful charm to Péro's intricately handcrafted designs.

‘Barbapapa’ was originally created as a children’s book by Annette Tison and Talus Taylor in 1970. The concept was later adapted into a television series, which followed the adventures of the shape-shifting Barbapapa family and became a beloved show in multiple countries.

Founded by Aneeth Arora in 2008, Péro means ‘to wear’ in the Marwari language. The brand is widely available across India and internationally, retailing through both online and offline multi-brand platforms such as Vestiaire Collective, The Cross, and Pernia’s Pop-Up Shop.

Famous poet and former politician Kumar Vishvas hosted a grand wedding reception for his daughter, Agrata Sharmma, after her wedding to businessman Pavitra Khandelwal on March 2, 2025.

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The event saw top personalities, including Prime Minister Narendra Modi, Chirag Paswan, B Praak, and Shailesh Lodha.

Agrata stunned in a handcrafted royal-blue embroidered saree by Absoluto, paired with gold jewelry and a statement necklace.

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The groom looked dapper in a black bandhgala.

The celebration followed their lavish three-day destination wedding at The Leela Palace, Udaipur, attended by 200 guests.

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The festivities featured performances by Sonu Nigam, Kailash Kher, and Sagar Bhatia.

PM Modi, dressed in his signature white kurta-pyjama and Nehru jacket, was personally escorted by Kumar Vishvas.

The intimate yet opulent affair was a perfect blend of tradition and grandeur, leaving guests mesmerized.

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Flying Machine has launched an exclusive ‘Orry x Flying Machine’ capsule collection in partnership with digital creator Orry. Inspired by Korean and Japanese fashion, this unisex range is available in select Flying Machine, Lifestyle, and Shoppers Stop stores across India. The collection brings together oversized fits and androgynous styles, reflecting the youthful, edgy aesthetics of both Flying Machine and Orry.

Shailesh Chaturvedi, CEO and Managing Director, Arvind Fashions, owner of Flying Machine, says, both Flying Machine and Orry share an appreciation for the bold, oversized, and androgynous elements found in Korean and Japanese fashion. Orry’s style aligns seamlessly with Flying Machine’s denim expertise, and this limited-edition capsule lets them express their individuality.

The collection features eye-catching phrases like ‘L8R H8R’ and ‘Can I live,’ emblazoned on streetwear-inspired pieces that cater to Gen Z. In addition to Flying Machine’s signature denim, the capsule includes vests, caps, bucket hats, jorts, parachute pants, and t-shirts, offering a fresh, playful take on street fashion.

Adhering to Korean and Japanese style of fashion, this oversized, androgynous collection is a perfect extension of Orry’s personal style, says the digital creator.

As a part of its broader global strategy in collaboration with Indian licensing agency Bradford License India, British fashion and lifestyle brand Laura Ashley plans to make its debut in the Indian market at the start of 2025.

Known for its apparel and home textiles, Laura Ashley will launch its operations in India with a diverse range of products, including textiles, soft furnishings, wallpaper, furniture, and upholstery. Acquired by Gordon Brothers in 2020, the brand has expanded its retail presence to 81 countries.

Gaurav Marya, Chairman, Bradford License India, says, the agency’s partnership with Laura Ashley aligns with its mission to introduce iconic global brands in India, offering consumers a touch of Laura Ashley's timeless elegance and quality.

The organisation’s expertise in brand licensing and market expansion will contribute to the success of this collaboration.

Renowned for its classic British aesthetic and floral print textiles, Laura Ashley boasts a history spanning over 70 years and operates with 210 global licensed product categories.

With cities like Bengaluru, Mumbai, and Delhi-NCR set to attract global luxury brands in the coming two to three years, India’s high street retail is poised for a revival, say experts. Once overshadowed by malls due to infrastructure challenges, high streets are drawing renewed interest thanks to improvements in parking facilities and walkability. This shift is not only making high streets more competitive with malls but also providing a fresh retail experience to both consumers and brands.
For years, global luxury brands like Louis Vuitton and Zara avoided India’s high streets, citing poor infrastructure, such as limited parking and pedestrian access. Zara withdrew plans to open a store on Bengaluru’s Commercial Street, and Louis Vuitton shut down its high street location in Chennai due to these issues, explains Abhishek Sharma, Senior Director - Retail Agency, Knight Frank India. However, with significant redevelopment on key streets like Commercial Street and Church Street in Bengaluru, with improved parking and wider walkways, luxury brands are once again flocking to high streets.
Indian-origin brands quick to capitalise on this high street revival include FabIndia, Biba, American Eagle, Tommy Hilfiger and Jack & Jones. According to Sharma, the number of luxury brands setting up their shops on high streets has increased from around 100 to 135-140.
Besides metro cities, this revival can also be seen in Tier II cities like Bhubaneswar, Nasik, Mysuru, and Rajkot.

Actors Tripti Dimri and Vijay Varma have been onboarded by Metro Shoes to endorse the brand’s Autumn/Winter 2024 collection. The actors will feature in brand campaign to be telecast across various platforms.

The campaign will enable Metro Shoes to expand its reach to a wider audience and boost sales during the festive season.

Alisha Malik, President, Metro Brands, says, the campaign showcases a well-rounded collection offering everything from everyday essentials to signature styles that are stylish, versatile and comfortable. Both Dimri and Varma perfectly exemplify the brand’s audience that is self-confident, authentic and with a keen sense of personal style.

Dimri adds, the excitement of shopping at Metro with family is a cherished memory. The brand offers a varied range from casual styles in college to more trendy options for special occasions. Its latest collection is set to available for purchase on the brand’s website and retail outlets across the country.

A popular Indian fashion brand, Latin Quarters will soon launch its inaugural eco-friendly capsule collection, Revive.

Featuring various recycled fabrics, including blended linen, remi, flex, and recycled denim, the collection transforms discarded textiles into stylish and functional pieces.

The design palette of the collection emphasises muted, earthy tones that complement the natural textures of the recycled fabrics, reflecting an increasing consumer preference for natural aesthetics in fashion.

The collection offers a range of products, including blended linen tops, tunics, and dresses, as well as recycled polyester pants, skirts, etc

Deepika Bhardwaj, Designer, Latin Quarters, says, the collection inspires brands to leverage sustainable practices to align with growing consumer demand for eco-friendly apparel. The use of recycled fabrics in mainstream fashion opens avenues for growth and innovation in the textile recycling sector, she adds.

A sports and athleisure brand Campus Activewear has roped in Bollywood actor Vicky Kaushal as their new brand ambassador. The brand plans to launch several campaigns featuring the actor across various platforms in the coming months.

The partnership will enable the brand to connect with a wide customer base and leverage on the Kaushal’s popularity amongst youth to fuel its future growth.
Nikhil Aggarwal, CEO, Campus Activewear says, Kaushal’s effortless style alongwith his confidence, and authenticity make him an ideal choice for the role of a brand ambassador.

Kaushal adds, through this association, Campus Activewear aims to empower individuals to feel confident and comfortable in their own skin. The partnership will enable customers to have fun with personal style and make bold, unique fashion choices.

Showcasing a signature blend of traditional craftsmanship and contemporary designs, acclaimed Mumbai-based designer Anushka Khanna has unveiled her latest summer collection, 'To Dye For.'

Inspired by the bustling streets of Mumbai and the rich tapestry of Indian daily life, the collection encourages fashion enthusiasts to embrace vibrant colors and captivating prints in their daily wardrobes.

The collection offers an exciting medley of hues ranging from the warm marigold yellow to the zesty haldi orange. It highlights Khanna's meticulous attention to detail, with intricate embellishments such as mirrorwork, sequins, and iridescent beads, all crafted using traditional artisanal techniques. Each piece in the collection reflects the brand's commitment to exceptional craftsmanship and whimsical charm.