GAS Milano, the premium Italian denim and lifestyle brand, has taken a bold step beyond its denim heritage with the launch of its first men’s innerwear collection. Known globally for its effortless Italian craftsmanship and contemporary style, GAS now extends that signature aesthetic to the most personal layer of a man’s wardrobe.
The launch is led by none other than vegan actor and fitness icon John Abraham, the brand’s long-standing ambassador. With his timeless masculinity, understated sensuality, and authentic confidence, John brings the campaign to life in a way that perfectly mirrors the brand’s DNA.
While innerwear is often overlooked, GAS Milano emphasizes that it is the true foundation of personal style, what sets the tone for how a man feels throughout his day. The new collection celebrates style in the details, with every cut, stitch, and finish designed to reflect refinement and modern sensibility.
From classic briefs to versatile trunks, the collection offers both solid and printed styles, elevated by the signature Jacquard GAS waistband. Crafted from premium fabrics such as 95% modal with 5% spandex and 100% cotton, each piece ensures a balance of silky smoothness, breathable comfort, and all-day durability.
John Abraham’s persona, magnetic yet effortless, strong yet approachable, anchors the campaign. His presence reflects a new kind of masculinity: confident without being loud, stylish without trying too hard. By embodying quiet strength and authenticity, he aligns seamlessly with GAS’s philosophy of effortless living.
As the face of the campaign, John is more than just an ambassador, he is the expression of what GAS innerwear stands for: comfort, confidence, and sensuality woven into everyday essentials.
For GAS, innerwear is a natural progression in its journey to becoming a complete lifestyle brand for the modern man. With this launch, the brand not only strengthens its footprint in India but also expands its narrative, from denim as an outer expression of style to innerwear as the intimate foundation of confidence.
The collection positions GAS as more than a fashion brand, it becomes a lifestyle companion, offering men elevated essentials that feel as good as they look.
Availability
The new GAS Milano innerwear collection is now available at exclusive brand outlets, the official GAS website: gasjeans.in , select shop-in-shops, and leading online platforms such as Ajio.