Rare Rabbit, the premium menswear brand from The House of Rare, is proud to announce its long-awaited entry into the innerwear category with the launch of Innerv - a refined and consciously crafted line of trunks, briefs, and boxers designed for the modern man who values everyday luxury.

The launch marks a pivotal expansion for Rare Rabbit into a high-growth, under-penetrated market. With this strategic move, the brand aims to redefine men’s essentials through precision fits, minimalistic branding, sustainable materials, and an elevated design ethos. The focus is not on exaggerated colors, but on thoughtfully chosen tones that ease the first decision of the morning.

Speaking of the launch, Manish Poddar, Co-Founder, The House of Rare, said, “Innerv marks a natural yet significant progression for us at The House of Rare. For nearly a decade, Rare Rabbit has redefined how the Indian man dresses - with intention, sophistication, and a deep respect for quality. Innerwear is a category we’ve long studied, and we chose to enter only when we knew we could offer something truly differentiated. We are guilty of not launching sooner, but better late than never.“

Poddar added, “Designing outerwear is simpler - it is visible, expressive, and often driven by trends. But curating innerwear is more complex. It is about fit precision, comfort, and confidence that shows only when, as a brand, you adorn, acquire, and impress your community. It may take up the smallest space in a wardrobe, but it is an integral part of a man's day. With Innerv, we are setting new benchmarks in material integrity, design  minimalism, and everyday functionality. This is not just innerwear, it’s an extension of our brand philosophy, crafted for the man who values substance as much as style.”

India’s innerwear market is on the rise, expected to reach USD 16.30 billion by 2033, growing at a CAGR of 4.80% between 2025 and 2033. With increasing consumer focus on hygiene, fabric quality, and style, Rare Rabbit’s foray comes at an opportune time.

The Innerv range is made from ethically sourced, premium-grade 100% natural cotton, offering superior breathability and comfort. With sweat-absorbent technology, second-skin softness, durable jel-print branding, and sustainable fibre-based packaging, every element has been meticulously designed. The debut collection is offered in trunks, briefs, and boxers, across seven curated shades, with prices starting at ₹799, available in single and triple packs.

Pulkit Verma, Chief Business Officer, Retail at The House of Rare, added, “This isn’t just a category extension, it’s a thoughtful reinvention of what men’s innerwear should be. Today’s Indian man is detail-oriented, hygiene-conscious, and appreciates conscious comfort. With Innerv, we’re filling a distinct void in the market for innerwear that’s both luxurious and responsible. ”

Innerv will be retailed both online and across Rare Rabbit’s brick-and-mortar network, ensuring reach to its loyal and fast-growing base of fashion-forward Indian men. In the short term, the brand plans to build out a robust essentials line, including socks and sleepwear. In the long term, it aims to dominate the premium innerwear space as the go-to choice for quality-conscious consumers.