XY XX is a new-age innerwear and comfort-wear brand innovating on fabric and designs, and the power of omnichannel distribution. Its product range includes innerwear (trunks, briefs, boxers, vests) and comfort-wear (t-shirts, shorts, pyjamas, lounge pants, winter hoodies). Targeting Millennials (ages 24–35) and Gen Z (ages 18–24), the brand appeals to consumers seeking aspirational, high-quality apparel that is both comfortable and affordable. Around 70% of its demand comes from tier-2 and tier-3 cities, with the remaining 30% from tier-1 markets.