Henley t-shirt brand FREECULTR launched a digital-first direct-to-consumer brand, promising premium innerwear on freecultr.com
Men's underwear is often uncomfortable, forcing men to get their hands on their pants. That, of course, can cause more than its fair share of socially embarrassing situations.
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FREECULTR's new range of silk-soft, stretchable, featherlight underwear tackles this issue.
Harshit Vij, Founder, along with his old friend Shrey Luthra, Co-Founder are the Men behind FREECULTR's relaunch. Vij said, "I am all about entrepreneurship and people. Though I began my entrepreneurial journey in my college days, I wanted to curate something that creates an impact for good. This urge led me to FreeCultr; which is now the platform where I use my experience and Shrey's expertise to deliver comfort at its best!"
Their belief is that even digital brands need good video storytelling and freecultr.com, even though being a startup, took a brave step to launch the brand with a digital video film. This is very common in matured markets like US. However, in India, most digital brands invest a lot of digital channels such as Google. These channels definitely give performance but not a brand story.
Luthra added, "Coming from a textile background, I always wanted to channelise more of sustainable clothing to the masses. With Harshit's pop of idea, I knew I could hit two targets i.e. promote natural fabrics and solve common yet neglected inner wear problems, in one go."
The campaign's launch film, to run online, was produced by Thinkstr. Satbir Singh, CCO, added, "When Harshit called us with the product story, we heaved a sigh of relief. This was something we had been looking for, for ages. It's a great comeback for a brand that has a lot of fans. The idea comes from every man's daily life. We had fun producing it in-house. It will connect with men. And people who are around men.”