We believe in creating products that encourage long-term use
DaMENSCH was born out of a vision to transform India’s men’s fashion essentials through thoughtfulness, innovation, and sustainability. Identifying a lack of high-quality, stylish, and functional innerwear and loungewear for men, the brand set out to redefine the category with responsibly crafted, long-lasting products.
With an industry-first 500-day warranty, pioneering features like deo-soft freshness and bacteriostatic fabrics, and a firm stance against fast fashion, DaMENSCH has carved a niche by blending tech-enabled comfort with conscious design. From challenging outdated notions of masculinity with products like FORM—India’s first men’s shapewear—to driving premiumisation and sustainable innovation, the brand is reshaping how Indian men experience apparel. Speaking to Fibre2Fashion, Founder & CEO Anurag Saboo shares insights into DaMENSCH’s journey, design philosophy, and future outlook.
The men’s innerwear and loungewear segment in India has traditionally been underserved. What factors are now driving a shift in consumer behaviour towards premium and functional essentials?
Consumers are increasingly prioritising quality, sustainability, and comfort over fast fashion. This shift is being driven by greater awareness, a growing interest in well-made products, and the rise of D2C brands that make premium essentials more accessible and convenient.
DaMENSCH started with a mission to redefine men’s essentials. What gap in the Indian men’s innerwear and loungewear market did you identify that led to the brand’s inception?
We identified a significant gap in the market for high-quality, stylish, and comfortable men’s essentials in India. Existing products were often low-quality and lacked modern design. This inspired us to create DaMENSCH, focusing on offering premium, well-designed products that combine comfort, durability, and style for the modern man.
DaMENSCH has disrupted multiple categories in men’s essentials. How do you prioritise new product opportunities while staying true to your brand DNA?
We evaluate new product opportunities based on whether they align with our core values of comfort, sustainability, and innovation. Every new product must enhance our customers’ daily lives and stay true to our mission of providing functional, high-quality essentials without compromising our brand’s essence.
With the industry-first 500-day warranty, how do you strike a balance between long-lasting quality and environmental responsibility?
We believe in creating durable products that encourage long-term use, reducing waste and the need for frequent replacements. At the same time, we ensure our products are made with sustainable materials and packaged using biodegradable options, so we can provide high-quality essentials while minimising our environmental impact.
You have introduced features like deo-soft freshness and bacteriostatic fabrics. How does your design lab approach the integration of tech in fashion?
Our design lab is committed to integrating technology to enhance both comfort and functionality. Features like deo-soft freshness and bacteriostatic fabrics help improve hygiene and comfort, ensuring our products not only look good but also provide lasting comfort for everyday wear.
How do you evaluate which technologies or materials are worth investing in?
We evaluate new technologies and materials by focusing on how they align with our brand’s core values: comfort, sustainability, and durability. The right material or tech must offer tangible benefits for our customers while ensuring scalability and long-term relevance for our brand.
What inspired the launch of FORM, and why did you feel now was the right time to introduce men’s shapewear in India?
With body positivity gaining traction, we saw an opportunity to introduce shapewear that is not just about aesthetics but also comfort and confidence. The timing felt right to challenge traditional ideas of masculinity and offer a product that enhances self-image and supports men in feeling confident in their bodies.
What were the biggest product design and development challenges you faced while creating FORM?
The biggest challenge was finding the right balance between shaping and comfort. Shapewear is often restrictive, but we wanted FORM to offer support without compromising on comfort. Additionally, designing for various body types in India was crucial to ensure a fit that works for everyone.
How did consumer research shape the features and positioning of FORM? Any surprising insights?
Consumer research revealed that men were looking for more than just shaping—they wanted comfort, confidence, and wearability. This insight guided us to design FORM as a product that boosts body confidence while being comfortable enough for everyday use, making it more versatile than traditional shapewear.
FORM tackles taboos around body confidence in men. What role do you see DaMENSCH playing in shifting social narratives around masculinity and self-image?
At DaMENSCH, we believe in redefining masculinity to embrace comfort, self-care, and body confidence. FORM is one of our efforts to empower men to embrace their bodies without fear of judgment, challenging outdated norms and promoting a more inclusive definition of masculinity.
How is sustainability influencing product innovation in the intimate and casual wear category, especially in terms of materials and supply chain transparency?
Sustainability is a major driver of our product innovation. We focus on sourcing eco-friendly materials, ensuring transparent supply chains, and minimising waste in production. Our goal is to create products that are both sustainable and high-quality, ensuring we meet the demands of conscious consumers.
With the rise of D2C brands, how important is personalisation and customer engagement in building brand loyalty in the men’s fashion essentials market?
Personalisation is crucial in building brand loyalty. By leveraging customer data, we can offer tailored product recommendations and experiences that resonate with individual preferences. Engaging directly with our customers through surveys, social media, and personalised communication helps foster a deeper connection with the brand.
What is your outlook on premiumisation in the Indian men’s apparel space? Are Indian consumers ready to pay more for quality and innovation?
Yes, Indian consumers are becoming more discerning and willing to pay for products that offer better quality, durability, and innovation. With a shift away from fast fashion, men are now looking for products that offer long-term value, making them more open to investing in premium essentials.
Athleisure and comfort-wear have blurred the lines between home wear and outdoor fashion. How do you see this trend evolving in the next 5 years?
The athleisure trend is expected to continue growing, with more versatile designs that seamlessly transition from home to outdoor wear. As comfort remains a key priority for consumers, athleisure will increasingly dominate, offering stylish and functional clothing for both casual and semi-formal occasions.
What role do you think technology will play in shaping the future of the men’s apparel and innerwear industry?
Technology will play an essential role in the future of men’s apparel, particularly with innovations like AI-driven sizing, fabric innovations, and virtual try-ons. These technologies will improve the shopping experience by offering personalised fit, enhanced performance, and smarter, more sustainable fabrics.
