The men’s apparel brand promises comfort and has expanded the brand experience to various conversations that impact men
Sriram, a 17 year old dark skinned model and Shivaji, founder of Vitiligo India are featured in the campaign
New Delhi, March 21, 2022: – DaMENSCH, a men’s premium essential wear brand, launched its campaign #TrueShades featuring men with different shades of skin to talk about getting comfortable in your own skin.
With this campaign, the brand brings to fore how men are also on the receiving end of unwanted attention and sometimes trolling on social media when they don’t abide by the conventional beauty standards.
Commenting on the concept behind putting this campaign together, Deepti Karthik, Senior Vice President Marketing, DaMENSCH said, “Holi is a festival of colours but it’s not enough to embrace colours only on one day of the year. With this campaign we want to inspire embracing #TrueShades every day of the year. We want to celebrate men who come in all colours of light, dark and in-between and share their narrative to talk about how men also bear the brunt of discrimination based on their skin colour. This campaign is an attempt to make men comfortable in their own skin, which in essence are their #TrueShades.”
The campaign narrates four unique stories of men, who have chosen their #TrueShades and are comfortable in their skin.
Sriram, is a model and fashion influencer who started creating content at the age of 17. Within one year, his fan base has grown more than 10 times. Despite online trolling, abusive comments, negative slurs, Sriram is comfortable in his skin, and proudly reveals his #TrueShades by being a self-portrait photographer.
Shivaji, a content creator, a brand building expert and founder of Vitiligo India, has dedicated his life to raising awareness around the less talked about skin condition. From hating his own reflection in a mirror to being proud of his Vitiligo, Shivaji is today comfortable in his skin, and proudly reveals his #TrueShades through his social media profiles.
Clifr, is a music producer and singer who faced negative comments for his passion and struggled through self-confidence issues for simply having a dark and acne-prone skin. From being self-doubtful and conscious, Clifr is today comfortable in his skin, and proudly reveals his #TrueShades through his genre-fluid music.
Karan, is the world’s first fully modified athlete. He was bullied for being ‘light-weight’, for a funny look, for not being a ‘man’. Today, he’s a celebrity with 100k+ followers and Karan is 100% comfortable in his skin, and proudly reveals his #TrueShades through his skin-modifications and tattoo art.
DaMENSCH is constantly in pursuit of innovating men’s essential wear. In the pursuit of a world, where everyone’s potential is unlocked to do more, every single day. Started in 2018, DaMENSCH is a D2C brand that caters to the men’s premium essential wear fashion segment in India. DaMENSCH envisions to become a lifestyle brand that will become an integral part of every global Indian’s wardrobe. Every product designed by DaMENSCH Product lab, from innerwear to loungewear is infused with innovation never seen before.
The brand is driven by a purpose to make the world a better place, by doing more every day, for the customers and nature. DaMENSCH is committed to earth-friendly and slow fashion, as reflected in its packaging made of corn and paper that’s 100% biodegradable.