Underneat, the intimatewear brand founded by creator Kusha Kapila and fashion industry veteran Vimarsh Razdan, has expanded beyond shapewear with the launch of CoolRest, its first comfortwear collection. Fronted by actor Sonam Bajwa, the campaign marks the brand's entry into the growing everyday essentials segment, where comfort and functionality are increasingly shaping consumer preferences.
Comfort takes centre stage
Built around bamboo as its signature fabric, the collection highlights breathability, moisture-wicking and thermoregulating properties to support all-day wear. The launch includes five products—a Scoop Bralette, Slip-on Bra, Briefs, Boy Shorts and Camisole—all designed without wires or hardware to maximise comfort.
The campaign film follows Bajwa through everyday moments including lounging, travelling, resting and sleeping, reinforcing the idea that comfort extends beyond clothing to become part of a modern lifestyle.
Omnichannel strategy widens reach
CoolRest is available through Underneat's direct-to-consumer website and leading marketplaces including Nykaa, Myntra, Amazon and Blinkit, enabling the brand to strengthen both digital visibility and consumer accessibility.
The founders said the collection aims to reposition comfort as a mindset rather than merely a product feature, with Bajwa's effortless persona reflecting the brand's positioning.
The Last Word
As India's innerwear market evolves beyond functionality, brands are increasingly building lifestyle-led narratives around wellness, fabric innovation and creator influence. Underneat's move into comfortwear signals a broader opportunity to capture consumers seeking premium everyday essentials across multiple digital commerce channels.