SOMA Fashions is improving men’s intimate wear with India’s first comfort-engineered bodysuit — on a mission to free the waist and bring true comfort and confidence to the modern Indian man.
Puducherry, [India], October 17, 2025: Born from personal struggle and a deep desire to bring change, SOMA, founded by Jjwalla Sekar under JOKS Apparels OPC Pvt. Ltd., is redefining what men’s intimate wear means in India. The brand, launched in 2024, began with a simple question — Why should men have to compromise comfort for fit?
The Story Behind the Brand
For founder Jjwalla Sekar, SOMA was not a business idea but a necessity born out of personal experience. Having struggled for years with innerwear that caused waist compression, skin irritation, and discomfort, he decided to reimagine the basics from the ground up.
“I realised that confidence starts with comfort. Innerwear is the first thing a man puts on every morning, and it shouldn’t make him feel restricted,” shares Jjwalla.
SOMA — short for State o’ Men, became a personal mission to design innerwear that adapts to the male body instead of forcing the body to adapt to it. The brand now stands proudly on a mission to free the waist, symbolising both physical and emotional freedom.
From Struggle to Innovation
Before SOMA’s first product ever reached the market, the brand went through over a year of deep research, testing, and real-world trials. More than 12 rounds of focus group sessions were conducted across diverse body types, professions, and lifestyles. Each round brought fresh insights into men’s daily discomforts — from pressure around the waist and heat retention to restricted mobility and poor breathability.
Studies suggest that prolonged heat and pressure around the waist and groin can negatively affect sperm quality. SOMA’s waistband-free bodysuit helps maintain a cooler, more breathable environment, supporting both comfort and long-term health.
The result was India’s first comfort-engineered men’s bodysuit, a breakthrough design that eliminates waist digging, reduces skin friction, and allows complete freedom of movement. SOMA’s use of climate-adaptive fabrics and waist-neutral design ensures day-long comfort, even in India’s heat and humidity.
Comfort as a State of Mind
SOMA isn’t just a brand, it’s a mindset. Through its State o’ Men philosophy, SOMA encourages men to embrace self-care and confidence without shame or hesitation. Its health-first, inclusive approach celebrates real body diversity and redefines what it means to feel good in one’s own skin.
With its growing reach as a homegrown D2C label, SOMA is already making waves for its human-centered innovation, made-in-India craftsmanship, and a refreshing message, that true confidence starts from the inside out.