Men’s innerwear and loungewear label, XYXX has launched its new campaign to address the perils of unreturnable underwear.
Within the apparel industry, innerwear is the only category that does not offer return and exchange options. Addressing this need of the hour, XYXX has introduced its Risk-Free Returns policy.
Addressing a variety of concerns, like shape and size, colour, fabric and the chronicles of uncomfortable inner wear, XYXX has introduced its Returns Policy with stand-up comedian and musician, Aadar Malik.
Through a series of films directed by Raihan Mahimtule and produced by The Yellow Umbrella Films, Malik plays the quintessential, young, discerning Indian man, who gets stuck with the ‘wrong’ underwear that he cannot exchange or return.
Finding innovative and hysterical uses for the unreturnable underwear, like rolling it up into a makeshift basketball or gifting it to his dog, Malik brings out a key aspect of the innerwear retail today – the lack of return and exchange options in an industry that is growing at a rapid pace through innovation and a wide array of choices otherwise.
To ensure a seamless return and recycle process, XYXX has partnered with Clothes Box Foundation - an NGO that repurposes waste and discarded clothing to upcycle fabric into useful everyday items. The process of upcycling is sustainable and includes reutilising the inner wear to design dog beds to support our furry friends and also ensures that the unwanted products do not end up in a wasteland.
Petal Gangurde, Chief of Brand and Culture, XYXX, commented, “Staying ahead of the curve has always been our DNA, whether it’s our fabrics or our marketing and customer centricity approaches. Even with the rise of D2C and e-commerce, we found that a staggering number of people were skeptical of purchasing underwear online-mostly because there was no scope of returning it. Through this campaign we not only highlight a pathbreaking move in the innerwear industry through our Risk-Free Returns policy, but also set the tone for many to follow suit. Partnering with the Clothes Box Foundation adds another layer to our program. You can return easily and be rest assured your waste is being managed in a thoughtful and kind manner."