Xyxx, a men’s innerwear and lifestyle brand, has launched a six-episode micro content series that aims to change the narrative around a category traditionally associated with women, by approaching it with wit rather than embarrassment.  

In collaboration with content studio 145 East, the men’s innerwear and lifestyle brand has launched a six-episode micro-content series built around the quirks, insecurities and unspoken behaviours that surface when men become conscious about how they look.

The campaign opens with a simple observation: men may not openly discuss body insecurities, but their behaviour often gives them away. Pulling shirts away from the stomach, constantly adjusting clothes, worrying about how they look on camera or finding ways to conceal certain parts of their bodies become exaggerated comic moments across the series. At the centre of these situations is the brand’s Sculpt Vest, positioned as an unexpected solution that helps men feel more comfortable in what they wear, without turning the narrative into a conventional product pitch.

The first episode of the series released last week, 'The Bangla Baddies,' followed a man whose biggest concern after being kidnapped isn't his safety, but how he looks in the situation.  

 

 

 

 

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The latest episode, The Shirt Puller, takes another familiar male behaviour, repeatedly pulling a shirt away from the body, and makes it the protagonist's defining quirk. From doing it at work and during arguments to pulling at his shirt when there is absolutely no reason to, the character's exaggerated obsession becomes a humorous way of introducing the brand's vest as the answer to his constant wardrobe adjustments.

Petal Gangurde, chief - brand and culture, Xyxx, said, “We wanted to approach men’s shapewear without making it feel like a category men need to be embarrassed about or explain. The insight came from looking at real-life situations that bring out the most bizarre behaviour in men when they feel conscious about their bodies, and asking what happens when we simply turn that behaviour into comedy. With this series, we’re trying to destigmatise and demystify shapewear for men by making the conversation familiar first. If you can laugh at the behaviour, you can start talking about the category, and that is where adoption begins.”

What we think about it: The film picks up on tiny, recognisable behaviours and stretch them into absurd situations, making an unfamiliar category instantly relatable. For a category that can easily veer into body-shaming or overly macho messaging, the lightness is refreshing. The brand gets the category conversation right by laughing with men rather than selling to their insecurities.

The six-part series will continue to explore familiar behaviours and situations that expose men's quieter insecurities.