Menswear Brand DaMENSCH Tries To Define ‘Men’ And Fails | AFN News
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International Men’s Day: Menswear Brand DaMENSCH Tries To Define ‘Men’ And Fails
Posted on November 19, 2021
As the world celebrates International Men’s Day, DaMENSCH, a premium menswear brand whose name literally means “The Man”, in its latest campaign on International Men’s Day. man, tried to define this man but failed. The campaign revolves around putting positive and gray labels like leader, creator, conscious around The Man, and ends with a message that you can’t define him because there is so much at the same time and yet an individual.
Commenting on the concept behind the implementation of this campaign, Deepti Karthik, VP – Marketing at DaMENSCH said – “Everything we do as a brand is to make life easier for men. And whenever we try to target our target audience and define that target audience, The Man, we all have different versions of him in our minds. Our ideas varied from designer to artist, from him to them, from a fitness enthusiast to an environmentalist. And therefore, on this International Human Day, we have tried to describe everyone’s understanding of man, but we failed because it is so difficult to put so many definitions of him into one. We have not succeeded in defining Man because modern man is not a thing, he is fluid in his aspirations, his ambitions, his thoughts, his opinions. Modern man does not fall into any description, he thinks outside the box. And we are celebrating this truth about modern man through this campaign.