DaMENSCH celebrates the softer side of masculinity

D2C essential menswear brand DaMENSCH has launched a new campaign titled #SoSoft, which throws light on some rarely acknowledged facets of men. While men have traditionally been considered an epitome of strength and toughness, we often tend to overlook or ignore their emotional and vulnerable sides. The 30-day campaign by DaMENSCH encourages men to own their ‘soft’ side, capturing it accurately in a series of videos released as part of the drive.  

“Instead of being preachy about the issue, the campaign appears funny and humorous, even as it asserts that it’s perfectly alright to not hold up for once. In the campaign videos, men can be seen getting emotional, even crying, on instances like Team India winning a cricket match, thereby donning their vulnerable self without any inhibition,” said DaMENSCH co-founder Anurag Saboo, adding that #SoSoft #MustBeDamensch takes a cue from its flagship ethos of offering essential menswear that are super soft and comfortable.  

Owning ‘soft’ when it comes to innerwear, DaMENSCH kickstarted the campaign on September 1, 2023, and it would be sustained for a month’s time till September 30, 2023, with amplification on different platforms, including YouTube, Facebook and Instagram. A total of three videos are slated to be released during the course of the campaign, each driving across the point that men may also get over emotional on seemingly normal situations, especially when the essentials they sport allow them to feel soft.  

This comes just months after DaMENSCH initiated the #MadeForAdults campaign, which urged men to give up less-than-functional innerwear and instead opt for superior quality along with effortless comfort. The multi-dimensional campaign aimed to celebrate everything adult, for instance growing up from funny boxer shorts.