Purushu's award winning fashion blog was founded in 2009 while studying fashion design at NIFT New Delhi. At the age of 19, he wrote show reviews for FDCI's Designer Node dailies at India Fashion Week, New Delhi. Following a stint as menswear designer at Future Group (Lee Cooper), Mumbai in 2013, he relocated to Chennai where he continued freelancing and authored fashion columns for The Hindu newspaper. In 2017, Purush Arie blog evolved into India's first ungendered fashion label. Purushu spoke about gender neutral revolution through fashion at TEDxChennai in March 2018.

5 Reasons To Shop Zoiro Innerwear For Men

On a recent trip to Phoenix Market City Bengaluru, I stopped by at Zoiro, India’s first designer mens innerwear brand I had read about in MensXP. Unlike most mens innerwear labels that stock regular whites and blacks in their shelves, Zoiro breaks the monotony with vibrant hues and contemporary styles. Needless to say, I was greatly enthused with the merchandise I returned with from the store. Here are five reasons to shop Zoiro mens innerwear


Enter the Zoiro store and vibrant hues in shelves immediately command your attention. The preppy colours cater to the needs of the fashion conscious men who yearn for more than just plain greys, navy and blacks.

Vibrant plaids on display at Zoiro store

Briefs in vibrant hues at Zoiro


From preppy hues to more subdued styles, Zoiro has four different collection ranges – Trento, Denim, Savio and Lorenzo. Each line comes with different aesthetics and caters to different tastes and age group.

Zoiro collection range – 1. Trento, 2. Denim, 3. Savio, 4. Lorenzo


Drawing muse from men’s natural love for denims, the premium innerwear label offers styles with denim inspired elements. The denim collection which also happens to be my personal favorite, comes with quirky styles where a brief has a digitally printed belt and denim printed details in vest.

Denim inspired printed vest at Zoiro store, Phoenix Market City Bengaluru
  Printed denim panel detail at Zoiro vest
Denim inspired detailing in Zoiro innerwear for men


The entire collection is a seamless combination of combed cotton and spandex which avoids unnecessary itchy inner labels. Further, the waist band provides additional softness, comfort and itch-free elasticity.

Comfortable vests in vibrant hues


Having access to designer innerwear is no more just a women’s thing; men can have a smile at last with Zoiro collection range designed by team of designers in Italy – the Mecca of designing. Given the Indian sensibilities, the designs are vibrant without losing its subtlety. Also, the brand offers different patterns with combination of cut-profile-rise offering seamless fit.

Funky waistband on subtle navy & grey briefs
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