Blissclub has launched BareButter, its latest menswear range, with the campaign ‘Off The Clock’, exploring the different sides of men that exist beyond professional roles, routines and everyday expectations.
Built around sand-finished fabrics and a soft handfeel, the BareButter collection features hoodies, quarter-zips and shorts designed for weekends, travel, relaxed mornings and everyday downtime.
At the centre of the campaign is the thought ‘Nothing to Prove’. Rather than focusing on achievement, ambition or performance, the campaign looks at the personal interests, quiet rituals and unfiltered moments that define people when they are away from work.
The campaign features creators including Shrawan Chhetri, bringing the idea to life through moments that reflect individuality and personal comfort.
According to Viswanathan V, CBO, Blissclub, BareButter extends the brand’s focus on comfort into menswear while exploring the question of who a person is when there are no expectations to meet.
BareButter adds another layer to Blissclub’s existing menswear portfolio. While Citywear focuses on what men do and Activewear focuses on how they move, BareButter is positioned around who they are when they are simply themselves.
The launch follows Blissclub’s recent association with Abhay Deol and continues the brand’s move towards personality-led storytelling centred on comfort, individuality and everyday experiences.