New Innerwear Brand Launch For Men 

January 4, 2018 written by
new innerwear brand launch for men-lacenlingerie

“Innerwear is the first garment a person wears everyday and there weren’t enough choices in the market. If my outfits are designed to reflect my mood for the day, why can’t my innerwear do the same – they don’t have to be black or white?” – that was the question that led Yogesh Kabra to establish XYXX.

XYXX is a premium category of comfortable innerwear at unbelievably accessible price points.

Aimed at an 18-40 year old male audience, the brand places the cool, comfortable, and energetic youth of today at the center of their product development. The brand combines comfort and sexiness, luxury and value, and elegance and fun.

The inspiration

The idea was to make the first garment choice of the day, a more exciting and fulfilling affair for everyone. “I wanted the choice to be a happy choice, which reflected self-expression to some extent just like a t-shirt does but, for our own self without having to make it a trade-off between quality and cost.”

What is unique about XYXX?

Coming from a textile background, quality is at the heart of everything that Yogesh undertakes at XYXX.

The fabric used for the innerwear is LenzingMicroModal® which is the most premium underwear fabric across the world. It is extracted out of the pulp of beech wood tree in Austria. MicroModal® is 3 times softer than cotton, is feather light, cooler to touch, and upto 50% more moisture absorbent than cotton making it the perfect fabric for India’s  weather. MicroModal® is also biodegradable and natural. This means, any clothing made with MicroModal® will return to the earth in one’s lifetime. The waistbands in XYXX innerwear are made using Microfiber yarns, which is very gentle on the skin and leaves no rashes.

The current range at XYXX offers products in trunks, briefs, boxers, bikinis, boyshorts, cheeksters, and hipsters for men and women.


Currently selling from their website, it is also available on major marketplaces such as Myntra and Amazon. XYXX recently launched its latest collection BEND(IN), which is inspired from the motion of bending and focuses on the bands of the innerwear, which is a refreshing change in the innerwear category.

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