Spykar, a homegrown Indian denim brand, has announced its collaboration with actor and fitness professional Vidyut Jammwal for the launch of its latest denim fit, Chico.
The Chico Fit is positioned as a relaxed silhouette made from stretch denim, designed for breathability and comfort. According to the brand, it aims to cater to individuals who prioritise movement and ease in everyday clothing.
Spykar describes the Chico Fit as a balance between structure and flexibility, intended to meet the demands of modern lifestyles. The campaign featuring Jammwal will be released on YouTube and Instagram.
Sanjay Vakharia, Co-founder and CEO of Spykar, said, "Spykar has always spoken the language of denim i.e. expressive, unapologetic, and relentlessly authentic. With Vidyut joining our community, we’re not just adding a face; we’re amplifying a mindset. Chico represents everything a denim universe requires - style, performance, and purpose. This collaboration is a powerful step forward in our journey to shape how India wears and owns its identity."
Vidyut Jammwal said, "Spykar represents a mindset - one that’s confident, original, and unapologetically expressive. Joining the Spykar community felt like a natural fit for me, and being part of the Chico campaign is an exciting way to celebrate style with purpose. Chico is not just about denim, it’s about freedom, strength, and owning your space with pride."
Spykar stated that this partnership aligns with its ongoing efforts to reflect individualism in fashion. With Chico at the forefront, the brand seeks to highlight the preferences of a generation focused on comfort and identity.
