Denim was not always expected to become one of Underrated Club’s defining categories. What began with a smaller selection of styles has grown into one of the brand’s strongest categories, driven largely by customers looking for jeans that balance modern fits with everyday comfort.
The shift revealed something important: men were not necessarily looking for more complicated denim. They wanted better options for the way they already dressed.
That insight has shaped how Underrated Club continues to build its premium denim collection today.
Starting With How Men Actually Wear Denim
A good pair of jeans rarely stays limited to one kind of outfit. It gets worn to work, on weekends, while travelling, for an evening out and sometimes several times in the same week.
For Underrated Club, designing denim around that reality meant prioritising comfort, dependable construction and washes that are easy to style.
Relaxed and baggy fits have become an important part of that approach. As men increasingly move beyond the slim silhouettes that dominated wardrobes for years, there is greater demand for jeans that offer freedom of movement without losing their structure.
Underrated Club’s baggy denim jeans, relaxed-fit jeans and straight-fit denim reflect those changing preferences while giving customers different ways to find a fit that works for them.
“People don't want complicated fashion anymore,” says a spokesperson for Underrated Club. “They want clothes that fit well, feel comfortable, and work for their everyday lives. That's exactly how we approached denim. We wanted to create jeans that someone could wear to work, on weekends, while travelling, or simply every day.”
When the First Pair Leads to Another
One of the clearest signals for the brand has come from repeat purchases.
Customers who initially discover Underrated Club through an oversized T-shirt or shirt are increasingly returning for denim. Others who find a fit they like come back for another wash or silhouette. That behaviour has helped denim become one of the brand’s fastest-growing categories.
It also influences how the collection evolves. Customer feedback and real-world wear give the brand a clearer understanding of what works beyond a product page, allowing fits, fabrics and finishes to be refined over time.
Building Denim for the Long Run
Indian consumers today have more denim choices than ever, from established international names to a growing number of homegrown labels. For Underrated Club, competing in that space is not about creating jeans for one season.
It is about understanding what earns a pair a permanent place in someone's wardrobe.
As denim becomes a bigger part of the Underrated Club identity, the focus remains on the qualities that helped the category grow in the first place: good fits, everyday comfort, dependable quality and denim worth reaching for again.
Underrated Club’s denim journey was also featured by Khas Khabar in “How Underrated Club Is Redefining Premium Denim for Indian Men.” Read the original coverage on Khas Khabar.
