Damensch revolutionizes men’s fashion in India with first shapewear collection
05 August 2025, Mumbai
Revolutionizing men’s fashion in India, essentials brand Damensch has introduced the country's first premium shapewear line titled, Form. This new collection is a direct response to a growing consumer demand for body-enhancing apparel that prioritizes both comfort and functionality.
Available in vests and half-sleeve T-shirts in black and white, Form is designed with a high-performance, breathable fabric that provides shaping support without compromising comfort - a first in the Indian market. The shapewear is built to offer up to eight hours of comfortable wear, with targeted support for the chest and midsection. It also provides a discreet solution for conditions like gynecomastia, positioning it as an everyday essential for the modern Indian man.
The launch follows key insights from a Damensch consumer survey, which found that 80 per cent of men expressed interest in shapewear. The survey also revealed, a significant portion of men had not tried shapewear due to concerns over discomfort, skin irritation, and poor breathability. Over half of the respondents opined, men's shapewear could improve posture during workouts and boost confidence, while others saw it as a way to achieve a smoother look under form-fitting clothes.
Anurag Saboo, Co-founder and Director, Damensch, says, with Form, the company initiates a new conversation around body confidence and functional wear for men. Consumer trials with over 5,000 men showed that more than 95 per cent rated the product as exceptional in both function and comfort, indicating its potential to unlock a new category in men’s essentials, he notes.
Founded in 2018, Damensch continues to focus on function-led innovation and progressive design. With Form, the brand is entering an untapped category that blends style and substance for the modern Indian man.
