XYXX, a men’s innerwear and loungewear brand, has launched a new campaign featuring comedian Aadar Malik to address the issue of unreturnable underwear.
Malik stars in a series of films directed by Raihan Mahimtule and produced by The Yellow Umbrella Films, portraying a young, discerning Indian man who gets stuck with unreturnable underwear. Through humorous uses of the underwear, such as using it as a makeshift basketball or gifting it to his dog, Malik highlights the lack of return and exchange options in the innerwear industry.
For the return and recycle process, the brand has partnered with Clothes Box Foundation, an NGO that repurposes waste and discarded clothing to upcycle fabric into useful everyday items. The process of upcycling is sustainable and includes reutilising the inner wear to design dog beds.
Petal Gangurde, Chief of Brand and Culture-XYXX,said, “Staying ahead of the curve has always been our DNA, whether it’s our fabrics or our marketing and customer centricity approaches. Even with the rise of D2C and e-commerce, we found that a staggering number of people were skeptical of purchasing underwear online-mostly because there was no scope of returning it. Through this campaign we not only highlight a pathbreaking move in the innerwear industry through our Risk Free Returns policy, but also set the tone for many to follow suit. Partnering with the Clothes Box Foundation adds another layer to our program. You can return easily and be rest assured your waste is being managed in a thoughtful and kind manner.”
