XYXX Apparels

What XYXX Apparels does

XYXX Apparels is a men's premium innerwear and athleisure brand founded in 2016 by Yogesh Kabra in Surat, India, with corporate headquarters now in Mumbai. The company designs and sells comfort-first apparel for urban Indian men aged 18-45, spanning innerwear (boxers, trunks, briefs, boxer briefs, vests, thermals), loungewear (pyjamas, lounge shorts), athleisure (joggers, hoodies, track pants, co-ord sets), and casual outerwear (T-shirts, polos, jackets, sweatshirts, shorts, pants, accessories). Its product portfolio is anchored in a suite of proprietary fabric technologies marketed under the Intelli- brand (IntelliSoft, IntelliSmooth, IntelliStretch, IntelliFresh, IntelliHeat, IntelliEaze, IntelliDri, IntelliLuxe, IntelliCraft) plus the FRESHON™ silver anti-bacterial finish, Tactel nylon, Cloudsoft Modal, Supima cotton, and super combed cotton, positioned for Indian climate conditions. Pricing spans Rs 179 for budget cotton basics to approximately Rs 2,500 for premium jackets, with combo pack promotions offering 10-30% discounts.

XYXX operates a direct-to-consumer-first omnichannel model. The primary revenue stream is online sales through its owned storefront xyxxcrew.com, supplemented by quick commerce listings on Blinkit, Zepto, and Swiggy Instamart, plus an expanding physical retail footprint targeting 19,000 touchpoints across Tier 1, 2, and 3 Indian cities via multi-brand retail and brand-owned stores. The brand runs sub-brand collections (Betterwear for premium, 365 Everyday Wear for value essentials) and a ClubX customer loyalty program. Distribution is supported by celebrity cricketer KL Rahul as brand ambassador and investor since April 2022.

In FY25, XYXX reported revenue of Rs 187 crore, growing 46% year-over-year from Rs 128 crore in FY24, while narrowing net loss by 28% to Rs 25.5 crore. Capital raised to date includes a Series A of Rs 30 crore (June 2021) from Sauce.vc, DSG Consumer Partners, and Synergy Capital Partners; a ~$30 million combined equity and debt package in August 2022 involving Singularity AMC, Singularity Ventures, and Trifecta Capital Advisors; and a Series C of $13.5 million (Rs 110 crore, May 2023) led by Amazon Smbhav Venture Fund. The brand claims a customer base exceeding 10 million.

Name

XYXX Apparels

Legal name

XYXX Apparels

Website

https://xyxxcrew.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

XYXX Apparels is an India-based D2C men's premium innerwear and athleisure brand selling comfort-first apparel across innerwear, loungewear, joggers, and casual outerwear via owned e-commerce, quick commerce, and expanding physical retail targeting urban Indian men.

Ownership category

akta.pro rank

Product category

Men's Innerwear & Athleisure Apparel

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (45811)

SIC

Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Luxury Intimates, Loungewear & Sleepwear (CRAAAFAJ)

akta.pro secondary industries

Performance Outerwear & Technical Apparel (CRAAAEAB), Thermal Underwear & Base Layers (CRAAAIAG)

Keywords

• Men's innerwear apparel
• Premium athleisure wear
• Direct-to-consumer fashion
• Intelligent fabric innerwear
• Comfort loungewear clothing

Headquarters

HQ city

Surat

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer (D2C) Retail: XYXX generates revenue primarily through direct online sales via its owned e-commerce storefront (xyxxcrew.com), quick commerce platforms (Blinkit, Zepto, Swiggy Instamart), and multi-brand retail/store partnerships across India. Revenue reached Rs 187 crore in FY25, growing 46% year-over-year, though the company remains loss-making with a net loss of Rs 25.5 crore (narrowed 28%).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

XYXX Apparels designs, manufactures, and sells premium comfort-first men's innerwear, athleisure, loungewear, and casual outerwear — including boxers, trunks, briefs, vests, thermals, t-shirts, polos, hoodies, jackets, shorts, joggers, pants, pyjamas, and accessories. The line is built around proprietary Indian-climate-tuned fabric technologies (IntelliSoft, IntelliEaze, IntelliFresh, IntelliDri, IntelliLuxe, IntelliCraft, FRESHON™ silver anti-bacterial finish, Tactel, Supima cotton, and TENCEL Modal) and is sold direct-to-consumer through xyxxcrew.com, quick commerce apps (Blinkit, Zepto, Swiggy Instamart), and multi-brand retail across Tier 1–3 Indian markets.

Product overview

XYXX Apparels is a comfort-first men's innerwear and athleisure brand offering a comprehensive portfolio of men's essentials. The product lineup centers on core innerwear categories (Boxers, Trunks, Briefs, Boxer Briefs, Vests, Thermals) paired with outerwear (T-Shirts, Polo T-Shirts, Hoodies, Jackets, Sweatshirts, Shorts, Pants, Joggers, Pyjamas, Accessories, and Co-ord Sets). The brand emphasizes proprietary fabric technologies including IntelliSoft, IntelliEaze, IntelliFresh, IntelliStretch, IntelliHeat, IntelliDri, IntelliLuxe, and IntelliCraft, along with premium materials like TENCEL Modal, Supima Cotton, Super Combed Cotton, and Tactel. Products are organized under sub-brands Betterwear (premium innerwear) and 365 Everyday Wear (value essentials), with a ClubX loyalty program. The company sells directly to consumers through its e-commerce platform and distributes via multi-channel retail presence across India.

Differentiator

Problem solved

Functional benefit

Products and services

• Boxers Men's boxers and inner boxers crafted from super combed cotton with IntelliEaze technology, offering breathable comfort and zero irritation for everyday wear. Available across printed, solid, and outer boxer variants.
• Trunks Men's trunks featuring a modern cut with balanced coverage, available in Tactel (8x faster drying), Modal (3x softer than cotton), and Cotton-Modal blends for a streamlined look and all-day comfort.
• Briefs Snug-fit briefs for men offering all-day comfort and support, available in cloudsoft cotton and moisture-wicking Tactel variants.
• Boxer Briefs Boxer briefs combining the support of briefs with the coverage of boxers, crafted from TENCEL™ fabric for maximum comfort, stretch, and breathability.
• Vests Men's inner vests with a second-skin fit and invisible finish, made from breathable cotton with sweat-wicking comfort and anti-odour properties. Available in IntelliEaze, IntelliFresh, and IntelliSoft TENCEL Modal variants.
• Thermals Winter thermal wear including Long Sleeve Vests, Short Sleeve Vests, Long Johns, and Thermal Sets built on IntelliHeat tri-blend thermal fabric for cold weather protection.
• T-Shirts Men's T-shirts crafted from premium fabrics such as Supima cotton and modal blends, spanning Solid T-Shirts, Oversized T-Shirts, Polo T-Shirts, and Full Sleeve T-Shirts.
• Polo T-Shirts Men's polo collar t-shirts with a classic polo collar and two-button placket, crafted from 100% super combed cotton with IntelliEaze Technology for smart-casual wear.
• Hoodies Men's hoodies including Oversized Hoodies, Hoodie Jackets, and Basic Hoodies, built with lightweight yet warm fabrics for comfort without bulk.
• Jackets Men's jackets for transitional weather including UV Parka Jackets (UPF 50+ certified), Everyday Jackets, Denim Jackets, Canvas Jackets, Winter Fleece Jackets, and Puffer Jackets.
• Sweatshirts Men's sweatshirts with soft-touch fabrics and easy fits, including Oversized Sweatshirts and Basic Sweatshirts suitable for layering or standalone wear.
• Shorts Men's shorts including Easy Shorts, Swim Shorts (UPF 50+), Chino Shorts, Lounge Shorts, Cargo Shorts, and Sweatshorts for varied occasions.
• Pants Men's pants including Ripstop Cargo Pants, Zero Pants (stretch), Track Pants, and Sweatpants with IntelliLuxe fabric technology for all-day comfort.
• Joggers Men's joggers including Everyday Joggers and Cargo Joggers made with IntelliCraft technology, TENCEL Modal, Supima Cotton, and Super Combed Cotton for versatility and comfort.
• Pyjamas Men's lounge and sleep pyjamas in cotton with IntelliEaze technology, available in printed and solid designs with superior softness.
• Accessories Men's accessories including Beanies, Socks, and Caps designed to complement the apparel collection.
• Athleisure Co-ord Sets Ready-made outfit pairs (top and bottom) designed in matching fabric and style for sporty and casual coordinated looks.
• Betterwear Premium Collection A premium innerwear and outerwear collection featuring high-quality fabrics and advanced fabric technologies such as IntelliSoft, IntelliFresh, IntelliEaze, Tactel, and Modal.
• 365 Everyday Wear Everyday essential wear collection under ₹1299, offering everyday basics at accessible price points across innerwear, loungewear, and athleisure.
• ClubX Rewards Program Customer loyalty program where members earn ClubX Coins on every purchase and redeem them for exclusive rewards on the XYXX storefront.

Quantifiable outcome

• Revenue grew 46% YoY to Rs 187 crore in FY25, narrowing net loss by 28% to Rs 25.5 crore
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature13 records

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• DaMENSCH: India-based men's premium innerwear and loungewear D2C brand offering trunks, briefs, vests, and athleisure. Directly comparable to XYXX on product portfolio, target customer (urban Indian men), D2C-first distribution, and growth-stage funding profile — explicitly benchmarked against XYXX in financial filings.
• Bold Care: India's men's premium innerwear and wellness D2C brand with strong digital marketing and celebrity-led brand building. Competes with XYXX directly in premium men's trunks, briefs, and lounge pants with similar e-commerce-led distribution and tier-2/3 expansion ambitions.
• The Souled Store: D2C-first Indian men's and unisex casual/athleisure brand offering joggers, hoodies, sweatshirts, and casual wear. Overlaps with XYXX's athleisure and casual wear portfolio and shares the same premium-urban D2C customer base with comparable marketing-led growth strategy.
• Bewakoof: Indian D2C apparel and casualwear brand for men and women with a broad casualwear catalog (T-shirts, joggers, hoodies). Comparable to XYXX on D2C-first model, omnichannel expansion, and mass-premium pricing across loungewear-adjacent categories.
• Macho (Macroman): India-based men's innerwear manufacturer and retailer offering briefs, trunks, vests, and athleisure. Competes with XYXX in the same mass-to-premium tier of the men's innerwear market via both retail distribution and online channels.

Broad incumbents

• Page Industries (Jockey India): Licensed Jockey manufacturer and dominant incumbent in India's organized men's innerwear, athleisure, and casual wear market with Rs 4,000+ crore revenue scale and entrenched distribution. XYXX explicitly competes for share against Jockey in premium innerwear — comparator on retail presence, brand equity, and pricing.
• Hanes India / Hanesbrands: Global innerwear and basics giant offering men's underwear, T-shirts, and loungewear across international markets including India. Comparable on men's innerwear product mix, large-scale distribution, and mass-market value proposition relative to XYXX's premium positioning.
• Calvin Klein Underwear (PVH): Premium global innerwear and apparel brand under PVH Corp with strong international brand equity in men's trunks, briefs, and loungewear. Comparable to XYXX on premium innerwear positioning, fashion-forward design, and aspirational pricing tier — a category leader that XYXX aspires to compete against.
• Park Avenue (Future Group): India-based premium men's apparel and grooming brand offering shirts, trousers, innerwear, and deodorants under a portfolio of brands. Overlaps with XYXX on premium urban Indian men's wardrobe and multi-category fabric technology positioning.

Emerging players

• Mascot Activewear: Indian men's activewear and innerwear brand with growing D2C and offline presence. Comparable to XYXX at the intersection of innerwear and athleisure, with a similar tier-2/3 expansion trajectory and tech-enabled fabric positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/XyxxCrew
• Facebookfacebook.com/XYXXInnerwear
• LinkedInlinkedin.com/company/xyxx

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds8 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about XYXX Apparels