Siyaram Silk Mills, the company behind the Oxemberg men's wear label, is planning to launch a new, trendy casualwear line called Oxe at the beginning of next year. Oxemberg's executive director Vijaylaxmi A. Poddar, told Times of India that the new range would be competing with boutique brands. She added that people were increasingly aware of international trends and that there was significant potential in the premium casualwear segment.