XYXX APPARELS PRIVATE LIMITED

In their own words

• What is it all about? Please be as elaborate as you can. It is all about ridiculously comfortable undies that you’d want to wear the very next day. You could ask: Why XYXX in an already crowded market? There are some really amazing brands. I love Marks And Spencer for top quality but it is too old for me and it is reasonably expensive. Jockey does a good job, I wore jockey for most of my life but then I realized that underwear didn't have to be boring. Underwear can have elements of self-expression; it can reflect my mood on a given day. Now underwear is the first thing I wear and I wanted that to be more exciting than it was. In the quest for making my underwear game more exciting and self-expressive I noticed two problems in particular: • There were not a lot of choices. • Interesting innerwear cost upwards of 1800. • The quality for affordable innerwear was horrible. I have grown up with fabric. Textile is my family business and that put me in a tough spot, as I couldn't imagine why isn't there a brand that could give the quality of Marks And Spencer, the energy and culture of a Red Bull, and price point of Jockey? That was the moment I decided to create XYXX. XYXX was created so that consumers don't have to make the traditional trade off between quality and cost while making themselves feel amazing about their first garment choice of the day. Now quality is something every brand talks about. It is one of those things that every brand could probably write in their communication generically, and get away with. At XYXX, we maintain quality on different levels: The most important being the quality of fabric. The fabric that we use Micro Modal is the most premium underwear fabric available in the global market. It is 3X softer than cotton. It is much lighter and cooler than cotton and it is made out of pulp of beech wood tree, which are 100% natural. There are several round of quality checks before the product goes to the market. What really differentiates us is that innovative product thinking is in the genes of XYXX. That is the filter through which all our product decisions go. How do we make underwear choice exciting? We are a young company and our primary target market is also the younger audience 18-35 year olds. Our consumer is at the center at everything we design (our designs are inspired by our consumers thoughts). We did a lot of research on what are the topics that are most relatable to them, what themes resonate with them and how we can reproduce that in our products. We give our consumers a lot of choice; people who are not really into printed fabric have a good solid colour selection available. Even the cuts of the undies: The classics such as trunks or bikinis are designed to fit our customers’ needs the best. They are sexier while still maintaining its classic characters. At XYXX, We are on a mission to make your mornings better by giving you underwear you’d be excited to wear the very next day. • When did it start? • The thought came around December 2015: I had just returned from the US after completing my post graduation. I went out shopping and the underwear choices available were shockingly minimal. A typical MBO (multi-brand outlet) has brands that are very expensive such as Tommy Hilfiger, CK, M&S, and FCUK. They are all selling underwear for more than 700 bucks for a single piece. Coming from a textile background, I thought that was absurd. Then there are the more affordable options from the major fashion brands such as Jack & Jones that have extremely poor quality. I don’t mind buying fast fashion in general for apparel but innerwear is always driven by quality and comfort. And of course there was Jockey - nice products but the sensibility of Jockey is very old school. This lack of choice fueled me to start my own brand. • What is the objective behind starting the brand? • Innerwear is the first garment you pick every single day. The first choice you make in the day. Now you don’t wear a black shirt and blue denim to work everyday. Some days you feel blue and some days orange. Then why does the innerwear have to be black/white/navy? I started XYXX to make that choice exciting. • What is the USP of the brand? o Functionality: MicroModal Fabric: Made from pulp of beech wood trees grown in Austria, MicroModal is made sourced naturally and is exceptionally ecologically. MicroModal is 3x softer than cotton. Lighter than cotton. Natural moisture wicking properties. 50% more moisture absorbent. Cooler in summer and warmer in winter. Perfect for long days and humid conditions.

Written by the company on its public Startup India profile. Not verified by us.