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Premium comfort: This men’s innerwear brand is eyeing to take on Jockey with pricing and options
Premium comfort: This men’s innerwear brand is eyeing to take on Jockey with pricing and options

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Premium comfort: This men’s innerwear brand is eyeing to take on Jockey with pricing and options

Yogesh Kabra, founder, XYXX Apparels. Courtesy of XYXX

Synopsis

The aspirational men’s innerwear brand, XYXX Apparels, has gained some steady followers and a user base over the past three years. This is on the back of new-age shoppers who felt a brand fatigue towards the incumbents. But making a mark in the offline space, which is dominated by legacy brands, won’t be easy.

XYXX Apparels, men’s innerwear and lounge-wear brand, is trying to make a mark in the premium space dominated by market leader Page Industries, the parent firm of Jockey in India. Priced in the same bracket as that of Jockey, with an increased focus on design, use of new fabric instead of just cotton, and its digital-first approach, the company claims its revenues for FY20 was nearly INR15 crore, within three years of operation. “The circle of
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