Bengaluru-based activewear brand Blissclub has officially entered the menswear category, extending its movement-first philosophy beyond women’s apparel. Known for designing clothing that prioritizes comfort, fit, and fabric innovation, the brand has launched a new menswear range supported by a dual-series digital campaign tailored to distinct audiences.

The newly introduced menswear line centres on everyday essentials such as trousers, jackets, polos, and T-shirts, collectively referred to as the brand’s Legendary Collection. Staying true to Blissclub’s DNA, the range is built around lightweight materials and functional design aimed at all-day ease of movement.

To mark the launch, the brand rolled out two digital film series with contrasting narratives. The first, titled ‘Wardrobe Intervention’, is aimed at Blissclub’s loyal female customer base, fondly known as Blissqueens. These films humorously portray women upgrading their partners’ outdated wardrobes with Blissclub menswear, acknowledging the role women often play in influencing men’s style choices.

The second series, ‘Naked Truth’, speaks directly to male audiences using visual exaggeration and humour. The films depict men appearing almost underdressed in professional and social settings, only to reveal that the clothing feels so light and comfortable it’s barely noticeable-underscoring the product’s core benefit.

Founder Minu Margaret explained that the dual narratives were designed to communicate two truths: the influence of women on men’s fashion and the unmatched comfort of the product. Echoing this approach, marketing head Sushma R Rao noted that the storytelling mirrors fast-scrolling digital behavior, using humour and strong hooks to land functional benefits instantly.

The launch is backed by a digital-first rollout across Blissclub’s app, website, retail touchpoints, and performance marketing channels, signalling a confident step into a new category.