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Innovative men's innerwear from Crusoe
May '10
Men's Innerwear is set to undergo a complete revolution. In this rapidly growing segment Crusoe injects freshness by introducing a range of innerwear that is designed to appeal to the youth. Sporty, adventurous and stylish, Crusoe epitomizes the spirit of today's youth who wear attitude on their waistband.

Crusoe offers boxer shorts, vests and briefs in three range called BASE, NXT and XTREME. Each segment further has 8 variants ranging from woven, knitted & printed briefs, and vests. The top-end range called XTREME has designs inspired from various adventure related activities like surfing, skateboarding, sky diving, mountain climbing, scuba diving, biking etc., making it really unique in the category of innerwear. This is the first time something like this has been attempted by a brand in this category.

Made of finest combed cotton yarn, the products are made from breathable fabrics and skin friendly. Each garment is carefully constructed to follow the body contours for optimal comfort and made from preshrunk fabric to ensure that it holds shape and is fade resistant even after several washes. Attention to detail like seamless elasticated spandex waist bands which do not cut into the skin, labels attached unobtrusively on the outer portion of the waistband to avoid itchiness, and comfortable trims for better leg movement are just some features which ensure comfort.

“We spent considerable time understanding the likes and dislikes of the youth both in terms of their aspirations and choice in fashion. The name Crusoe is synonymous with adventure and the insight is that inside most men there's an adventurous streak. As a brand Crusoe identifies with that 'true inside' and therefore the brand proposition is 'Innerwear for the Inner self.” says Abhishek Tibrewal, Chief Marketing Officer, CRUSOE.

Brand Crusoe also underwent a complete overhaul. A new logo was created keeping the brand idea in mind. “We implemented the brand idea right from our logo design to product design to a nationwide campaign in mainline media like print and outdoor. And also into all other mediums like packaging, catalogue, store design, website, takeaways etc. It's a seamless integration of brand idea across all levels”, says Ganga Rathna, General Manager, Operations, Jagannath Textiles Company Ltd.

The launch advertising campaign will be rolled out nationally.

Jagannath Textile Company Limited is in the textile field for nearly two decades. Until recently it was involved in spinning of open-end yarn and has to its credit one of the largest single location open end yarn manufacturing unit in Asia, which was set up in the year 2005. It also manufactures and markets griegh fabric. Recently the company has entered manufacturing and marketing of finished products like T Shirts, Terry Towels and also Men's Innerwear under the brand name 'Crusoe'.

The company is headed by its Managing Director Shri Ramesh Kumar Tibrewal and has a dedicated work force of over 1000. The company's current turnover is Rs.350 crores.

Jagannath Textile Company Limited

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