XYXX Combines Style And Comfort To Reimagine Men’s Innerwear

It aims to make innerwear fashionable for Indian men with no compromise on quality

After completing his MBA from Hult International Business School in Boston, Yogesh Kabra returned to India in 2015 to join his father’s textile business. But there was a glitch. He wanted to explore the textile industry further, but he was also keen to start something of his own. While studying the market meticulously for an opportunity, Kabra saw that the men’s innerwear segment lagged in style, quality and comfort. Not the one to let an opportunity go by (however niche), he launched XYXX, offering premium innerwear to Indian men.

Its customer base grew 100% YoY in 2022, and it started selling on 14 marketplaces, including Amazon, Myntra and Flipkart, among others. Its first exclusive store came up in Mumbai in October 2022, and the second one in Indore a month later. During the winter of 2022, XYXX introduced its athleisure range, including joggers, sweaters, zip-ups and hoodies. It posted INR 57 Cr in revenue in FY22, and sold more than 1 Cr units across 1K+ SKUs to date.

The brand makes the entire range of men’s innerwear, including trunks, boxers and briefs, and only uses skin-friendly fabrics suitable for India’s humid climate. For instance, it uses modal, a material made from the pulp of Austrian beech trees and blended with comb cotton (a softer version of regular cotton). This fabric ensures durability and comfort during summer as it can absorb more moisture than conventional cotton. It also experiments with the latest style to add a fashionable touch to everyday essentials.

The brand claims it is currently present in 18K+ offline stores and aims to surpass the 30K milestone by February 2023. It is also planning to set up 10 exclusive outlets by July 2023.