Strange Marketing Move from Men’s Clothing Brand

Surprisingly, it wasn’t a joke. The CEO of a men’s clothing brand has stirred quite a controversy after customers received unsolicited emails early Wednesday morning with a rather cheeky suggestion to “grow up” and purchase more suits.

The eyebrow-raising message, which included a fire emoji in the subject line, didn’t offer any explanation in the email body, merely promoting a Black Friday suit sale with 45% off.

Later that evening, a follow-up email was sent out at 8 PM, starting with an apology, “I owe you an apology.”

Maximilian Perez, the founder of xSuit, expressed regret in the message, acknowledging that the earlier email was “unprofessional, rude, and completely at odds with who we are.” He went on to say that xSuit was founded on the idea of being confident but not arrogant, criticizing the crude message that was sent out without clarifying how it happened.

“You deserve better. It was not meant to shock or offend for attention,” he added.

However, for a company that encourages men to “grow up,” the suits seem to be targeting a younger audience, especially Gen Z and Millennial men. They boast features like being wrinkle-free, and claims that spills “magically roll off” the fabric.

Perez started his venture in 2017 and operates out of Shanghai. He claims to have “changed suits forever,” noting that his offerings, priced around $500, are comfortable enough to wear while sleeping or working out—kind of reminiscent of a certain character from “How I Met Your Mother.”

The marketing approach has proven to be quite divisive. Some customers described the attire as “something a high schooler would wear” or “a jogging suit disguised as a jacket,” while others believed it was “the perfect suit.”

At this point, it’s anyone’s guess whether the unusual email was the work of a disgruntled employee, an awkward inside joke, or an ill-conceived marketing scheme. The company has yet to respond to requests for further comment.