New Delhi, 28, 2026: SNITCH, the homegrown menswear brand, has entered the innerwear category, expanding its portfolio beyond apparel into everyday essentials. The launch is anchored by the campaign “The Trick Is in the Comfort,” which uses everyday performance tricks to highlight the role of comfort in daily wear.
The campaign features men wearing SNITCH innerwear while performing three different tricks: juggling three balls in the air, building a pyramid of playing cards, and executing the classic ball-under-the-cup shuffle. Each visual uses an activity requiring focus, movement or precision to bring the campaign’s central idea to life, when it comes to everyday essentials, comfort should come naturally.
With its entry into innerwear, SNITCH is extending its menswear portfolio to a category that is part of men’s everyday dressing. The move broadens the brand’s offering beyond outerwear and fashion-led apparel, bringing another daily-wear essential into its product mix. The campaign introduces the category through a light-hearted creative approach while keeping the focus on the role of comfort in daily use.
Chetan Siyal, CMO and founding member of SNITCH, said, “Innerwear is one of the most personal parts of everyday dressing, and comfort should never be a compromise. With ‘The Trick Is in the Comfort’, we wanted to bring this thought to life in a way that feels playful, engaging and true to SNITCH. The campaign uses familiar tricks that require focus and precision to make a simple point: when you’re comfortable in what you wear, you can focus on everything else. Our entry into innerwear is a natural extension of our effort to build a more complete everyday wardrobe for men.”
The innerwear range is priced at ₹1,099 for a pack of three, offering consumers a new everyday essential from the brand. Further details on the range, including its available styles, fabric specifications and retail availability, can be added upon confirmation.
