XYXX, a premium men’s lifestyle and innerwear brand in India, has expanded its presence in the fashion and retail segment with the introduction of CREW, a new athleisure-led line aimed at younger consumers. The brand is positioning CREW as an active-inspired extension of its portfolio, designed to appeal to an audience that is increasingly adopting athleisure as everyday wear.
The first release under the CREW label is The Varsity Collection, which takes inspiration from collegiate culture and reinterprets it for current fashion preferences. The line features oversized fits, graphic-driven designs, clean silhouettes and colours associated with classic varsity apparel. The launch reflects how athleisure has shifted from a niche category to a mainstream clothing choice for younger consumers who seek versatility across daily activities.
CREW has been developed to merge athletic cues with relaxed styling, aligning with evolving trends in India’s men’s apparel market. As college students and young professionals increasingly look for clothing that can transition across settings, brands are expanding their athleisure offerings to meet this demand.
Yogesh Kabra, Founder of XYXX said, “With CREW, we’re building a modern athleisure aesthetic rooted in community, culture, comfort and great design. Today’s young India wants clothing that matches their pace- versatile enough for college, work, socialising and play. The Varsity collection brings global athleisure wear energy to everyday essentials, while staying true to the superior quality XYXX is trusted for.”
The Varsity Collection includes a range of everyday pieces created for this new athleisure direction. Products in the line include oversized hoodies with collegiate graphics, high-neck quarter zips, rugby polos, sweatpants with adjustable hems and track pants featuring ankle zip-slits. The collection also features crewneck sweatshirts and sweat shorts that offer additional layering options. Accessories such as varsity socks and caps complete the product lineup.
Each item is made from 330 GSM French Terry cotton with a brushed interior, selected for durability, comfort and everyday wear. The fabric choice reflects the brand’s focus on creating apparel that aligns with both contemporary style and functional clothing requirements.
Harshad Panchal, Lead Designer at XYXX said, “With CREW, our goal was to reinterpret athleisure through a design-first lens- where every silhouette balances comfort with modernity. The Varsity Collection draws from classic collegiate culture, but we rebuilt each piece with contemporary proportions, elevated materials and graphic detailing that feels both expressive and effortless. We wanted the line to look globally inspired yet unmistakably current for young India- clean, confident and crafted for movement.”
With this launch, XYXX is expanding beyond its core innerwear and lifestyle categories and entering the competitive athleisure market, which continues to grow as consumers prioritise comfort and adaptability in their wardrobes.
