Bengaluru, 30 June 26: Confluxe, tech-led retail omnichannel partner and platform designed to help global fashion and lifestyle brands enter and scale in India, has launched international menswear brand Urban Performance in India to introduce the smartwear category to the country.
Smartwear is a new approach to menswear designed for the realities of modern urban life. Combining the sophistication of tailored clothing with the functionality of performance apparel, smartwear is built for men who move seamlessly between work, travel, social engagements, and everything in between.
Launched in 2022 by Aramis Inc., a Brazilian menswear company with nearly three decades of leadership in men’s fashion, Urban Performance was built around a simple insight: modern men need clothing that adapts across contexts. Traditional formalwear often prioritizes structure over comfort, while athleisure prioritizes comfort over refinement. Smartwear bridges that gap, combining performance-driven innovation with elevated tailoring.
“Urban Performance was born from the belief that menswear needed to evolve alongside the way modern men live and work. We created a brand that brings together technology, design, and tailoring to deliver versatile garments that transition effortlessly across every moment of the day. Bringing this concept to India marks an important milestone in our international growth strategy, as we see a market whose dynamics closely reflect the very conditions that inspired the brand’s creation. We are excited to introduce a category that combines innovation, performance, and sophistication for an increasingly global audience.” said Richard Stad, Founder of Urban Performance and CEO of Aramis Inc.
“When I came across Urban Performance, what struck me was that it had been engineered for exactly the conditions Indian men navigate every day — long hours, and a day that moves between boardrooms and everything else without pause. There was no premium brand in India doing this with the level of product sophistication Urban Performance brings. That gap was the opportunity,” says Rajesh Narkar, Co-founder & CEO of Confluxe, co-founded with Louis Coucke.
“Modern men don’t work nine to five, and the office is no longer a single place. From start-up offices in the morning, to business meetings that move in coffee shops, to evening plans with friends — the day demands more than one version of you. Urban Performance moves with every version of your day, without asking you to think about it,” says Louis Coucke, Co-founder & COO of Confluxe.
The Smartwear collection pairs superior natural fabrics including Peruvian Pima cotton with high-performance blends, finished with the sharp cuts and tailoring of formal suiting. The result is a garment tailored to fit every version of you — structure without rigidity, authority without excess.
Built from best-in-class fabric engineering Peruvian Pima cotton, silk-modal blends, and bonded seamless construction in technical silhouettes designed for every version of a man’s day, the collection is available exclusively at urbanperformancestore.in.
About Confluxe:
Confluxe, a tech-led retail omnichannel partner for global fashion & lifestyle brands in India, founded by Rajesh Narkar & Louis Coucke, backed by Wavemaker Partners and Kriscore Capital.
