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Discover Comfort

Wednesday, January 03, 2018

Yogesh Kabra,
Founder, XYXX

Yogesh Kabra is the founder of XYXX. He has completed his MBA from Hult International Business School, Boston, where he was recognised on the dean’s list for academic excellence.  

Before pursuing an MBA, Yogesh has spent 3 years in learning manufacturing process of woven fabric at factories across India (Bhiwandi, Surat, Delhi, and Tirupur). As per the “plan,” Yogesh joined the family business and during the initial days after he returned he went out shopping and could not find innerwear that were tasteful and did not dig a hole in the pocket. This was genesis of XYXX.

In conversation with Dominic Rebello, Yogesh says, “I think the most important problem with men’s innerwear category is that it does not have enough choices at affordable prices.”

What is the idea behind XYXX?
It all started around December 2015 when I had just returned from the US after completing my post graduation. I went out shopping looking for innerwear and was really shocked to see the choices (there weren’t any). A typical MBO (multi-brand outlet) has brands that are not affordable/value for money such as Tommy Hilfiger, CK, M&S, FCUK. They are all selling underwear for more than 700 bucks for a single piece. Coming from a textile background I thought that was crazy and declined to pay that. Then there are the more affordable options from the major fashion brands such as Jack&Jones, which 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. Although the products were nice, the sensibility of Jockey was very old school. I really did not have an option so I decided to make my own undies.

How are you different from others?
I think there are two things that set us apart: our ideology as a innerwear brand as well as our product.

Innerwear is the first garment you pick every single day. The first choice you make. Now you don’t wear a black shirt and a blue denim to work everyday. Some days you feel blue and some days orange; then why does innerwear always have to be black/ white/ navy. We started XYXX to make that choice exciting.

Every brand talks about comfort but doesn’t have much to show for, a couple washes down. However, 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. What really differentiates us is innovative product thinking in the gene of XYXX. That is the sense through which we filters all our product decisions.

Any expansion plans?
In less than 7 months of being available online, we have touched more than 7000 customers and have sold more than 30000 pieces of innerwear. We are doubling down on product portfolio in the innerwear category; for example, our new collection takes a bold and refreshing approach on the waistbands which are traditionally very boring and if you take the brand logo out they all look the same. We have some prints that we will launch at the end of the year. So adding more variety and understanding the customer is the plan for now. XYXX is set to launch more styles in existing categories and also add new sub-categories such as men’s pyjamas in lounge and innerwear space.

Your vision for the company?
The genesis of XYXX began with the idea that innerwear can be articles of self expression. One of the biggest things we have set out to do is to change the Indian men’s mentality around innerwear. We want to instil in people, through our communication, the idea that innerwear doesn’t need to be mundane.

Where do you see yourself five years down the road?
In the next five years, we want to be amongst the top three brands in the innerwear category in the online space.

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