XYXX Apparels, a 3-year-old premium category of comfortable innerwear brand, is expecting multifold growth in the coming months.
Not surprising! The digital-first brand, which started offline sales only 6 months back, recorded fantastic sales of Rs. 12 crore in its first year of operation.
And now in the coming six months, the brand expects to increase its monthly revenues from Rs. 2 crore to Rs. 3 crore.
Yogesh Kabra, founder of the company and an MBA from Hult International Business School, Boston, informed, “XYXX is aimed at an 18-40-year-old male audience. The brand places the cool, comfortable and energetic youth of today at the centre of their product development.”
He added “The brand combines comfort and sexiness, luxury and value, and elegance and fun.”
Having specialised in supply chain management and design thinking, Yogesh believes that the men’s innerwear industry in India has seen almost no innovation in the last 3 decades. XYXX has everything in it to change the innerwear culture in India.
Yogesh himself learned manufacturing process of woven fabric at various hubs like Bhiwandi, Surat, Delhi and Tirupur; it reflects in the quality of his products.
The synthesis of XYXX Innerwear starts as a beechwood tree in the Alpine region of Europe, most notably in Austria. Wood refineries in Austria then churn out the wood pulp from which the fibre is extracted using the finest fibre technology.
Finely manufactured fibres, extracted from the beechwood trees, are then woven into a fabric that can put the finest cotton to shame. MicroModal then takes trips across continents to reach brand’s dyers and printers in Mumbai.
Notably, XYXX with MicroModal offers fabric that’s 3 times softer and 2 times more absorbent along with 100 per cent natural elements providing overall maximum comfort to their consumers.