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Rishabh Jain
Managing Director
XYXX | Confetti's Verdict ⭐⭐⭐½
Confetti Design Studio has analysed XYXX to understand how India's largest D2C native menswear brand by revenue can still feel less distinctive than its numbers suggest. XYXX closed FY25 at ₹191.8 Cr, up 46% from the year before, while narrowing its net loss to ₹25.6 Cr from ₹35.5 Cr. This audit asks what XYXX actually stands for once the shelf space and the revenue are no longer the hardest problem to solve.
XYXX is named after the XY and XX chromosome pairs, a genuinely clever hook for a menswear brand that subtly also leaves room to expand into womenswear later.
The logo mark reflects the same thinking, with a single X built to also read as a Y, which is a small but deliberate piece of design craft.
A name and mark that carry an actual idea are rarer than they should be in Indian D2C fashion, and XYXX earned this one rather than picking something merely pronounceable.
Before XYXX, the market split into two extremes, plain mainstream players like Jockey and Lux Cozi on one side and loud, overly colourful new-age brands like Bummer, Bewakoof and The Souled Store on the other.
XYXX built its range to sit deliberately between the two, keeping vibrant, playful pieces such as its EasyVeasy boxers alongside minimal daily wear, so it never feels too plain or too bold for the customer trying to switch from either extreme.
That same range has since grown from boxers, briefs and western trunks into jackets, polos, cargo pants, pyjamas, and accessories such as beanies, socks and caps, along with a dedicated gym wear line.
XYXX's Instagram bio reads "Error 404 Discomfort Not Found," which is exactly the kind of line that signals a brand that understands its own tone.
Its "If Banyans Were Bras" campaign, which flipped the usual conversation about women's undergarments onto men's, gathered genuine nationwide attention rather than paid reach alone.
The brand also runs paid influencer partnerships that show real product use cases and has placed product inside a stand-up comedy show, and in both cases the product sits inside the content rather than interrupting it.
That seamless integration is why the content reads as genuinely native to each platform rather than an ad wearing a creator's face.
XYXX's packaging follows the same visual conventions as the rest of the category, an image of a person wearing the product, clear colourways, size information and the product's core features on the front.
That familiarity is a deliberate choice rather than a missed opportunity, since it lowers the friction for a customer switching over from Jockey or Lux Cozi by not looking like a completely unfamiliar product on the shelf.
The pack still carries the brand's own colour and type system clearly enough to maintain a distinct identity underneath that familiarity.
Roughly 48% of XYXX's revenue comes from general trade stores, which is genuine market depth but also a real perception risk. Sitting on a shelf between commodity brands with no storytelling attached slowly erodes the premium positioning the brand has otherwise earned, even as the sales numbers keep climbing.
KL Rahul is both a genuine investor and the official brand ambassador, yet his face is barely used across XYXX's own channels. A first-time customer would have no way of knowing that KL Rahul has any connection to the brand at all, which wastes one of the clearest credibility assets XYXX actually owns.
At ₹192 Cr in revenue and this level of institutional backing, "someone who wants quality men's innerwear" is no longer a strong enough answer.
Confetti's general experience with fast-scaling fashion brands shows that the identity investment matters most exactly at this stage, before the next round of general trade expansion locks the current, more generic identity in even further.
An investor and ambassador this credible should be visible in product imagery, packaging and content, not just in press releases.
Giving Rahul a proper creative role, the way other brands build entire campaigns around a genuine celebrity co-founder, would convert an underused asset into real aspirational pull, rather than leaving it as a line in a funding announcement.
XYXX has done something most Indian D2C brands never manage, building genuine general trade depth alongside a credible online identity and backing it with repeat institutional capital.
What holds it back is a brand identity that describes the product rather than the person buying it and an ambassador asset sitting almost entirely unused.
If you are building a fast-scaling D2C brand that needs a sharper identity to match its distribution, get in touch with Confetti Design Studio.
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