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Web Exclusive | January 2018

Experimental & bold, XYXX revolution

Breaking through the clutter of mundane innerwear lining the shelves of both offline and online stores, XYXX, a comfortable, elegant, yet quirky brand of innerwear, just released its new collection - BEND(IN) - on the digital shelves of big e-commerce sites like Amazon.in, Myntra, Jabong, and many more.

Speaking at the occasion of the launch, Yogesh Kabra, Founder, XYXX said, “There are a myriad of movements your body does and your underwear moves with it. We wanted to celebrate one such movement: bending. When you bend you are most likely exposing the band of your underwear so we thought of giving the bands an XYXX twist and celebrate this simple motion our way.”

A premium category of comfortable innerwear at an incredibly accessible price points, XYXX is aimed at an 18 to 35 aged male audience. After extensive research into the audience requirements from the product and the themes that resonate with them, the brand’s latest collection, BEND(IN), was introduced. BEND(IN) is the first Indian innerwear collection to feature an array of different band styles, in several variations. The collection highlights the importance of the human motion of bending and incorporates the same in everyday fashion.

Innovative product thinking is at the heart of XYXX’s product philosophy and that is reflected in the range of shapes and designs that is offered under the XYXX range. The current product range offers trunks, briefs, boxers, bikinis, boyshorts, cheeksters, and hipsters. XYXX soon plans on introducing new lines such as men’s pyjamas in lounge and innerwear space.

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