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Indian men’s lifestyle and innerwear brand XYXX has expanded its product portfolio with the launch of CREW, a contemporary athleisure line designed for India’s younger, style-driven consumer. The move marks a significant step in the brand’s evolution from innerwear and loungewear into everyday menswear essentials.
Athleisure Meets Varsity Vibes
The debut collection under the CREW line — titled The Varsity Collection — draws inspiration from classic campus culture. It features oversized hoodies with bold collegiate graphics, structured quarter-zip tops, rugby polos, and relaxed joggers and track pants that tap into the growing demand for comfortable yet fashionable athleisure.
Each piece is crafted from 330 GSM French Terry cotton, offering a soft brushed interior that combines comfort, durability, and warmth suitable for all-day wear.
Brand Vision: Comfort, Culture & Creativity
Commenting on the new line, Yogesh Kabra, Founder of XYXX, said the CREW lineup was built around the idea of a modern athleisure aesthetic rooted in community, comfort, culture, and great design. Kabra emphasized that today’s young Indian consumers want clothing that transitions effortlessly between college, work, socialising and play — and the CREW collection delivers on that versatility.
The collection also includes crewneck sweatshirts, sweat shorts, varsity socks, and caps, completing a comprehensive range of essentials intended to define a new “athleisure code” for men.
Design-First Approach for Youthful Appeal
According to Harshad Panchal, Lead Designer at XYXX, the focus of the CREW line was to reinterpret athleisure through a design-first lens. This involved balancing comfort with contemporary silhouettes and expressive graphics to create pieces that feel globally inspired yet unmistakably resonant with young Indian style sensibilities.
Brand Growth & Market Presence
XYXX has grown steadily as a homegrown men’s lifestyle brand known for premium innerwear, loungewear and now athleisure. With more than 22,000 retail touchpoints across India, a presence in modern trade outlets like Shoppers Stop, multiple exclusive brand outlets, and strong performance across e-commerce platforms such as Amazon, Flipkart, Myntra and Ajio, the brand is positioning itself as a comprehensive lifestyle label.
The CREW collection is now available online at xyxxcrew.com, with prices starting around ₹999.
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