28 December 2022, Mumbai
Damensch has launched relaxed formals under the name Popcorn.
The collection made with sustainably sourced cotton includes trousers, round neck full sleeve T-shirts, and henley full sleeve T-shirts. The fabric used in the collection has gone through a special finishing process giving it a texture resembling fluffy kernels of popcorn.
Premium men’s wear brand Damensch combines innovative technologies and designs to bring something extraordinary and trendy for modern men that are distinct in features and most desirable in feel. The product portfolio includes innerwear, T-shirts, joggers, pyjamas, shorts, sweatshirts, and hoodies. It sells through its website and is also available on platforms like Amazon, Myntra, Flipkart, and Meesho, among others.
DaMensch’s revenue has hiked up by three times on a year-on-year basis. The brand started with innerwear and has now expanded its portfolio to include sweatshirts, T-shirts, hoodies, among others. Smaller cities and towns account for most of the brand’s sales, primarily due to the boom in e-commerce. About 37 per cent of customers are from Tier I cities, 30 per cent from Tier III cities, and the rest from Tier II cities and small towns. In an effort to expand its operations, the company has opened a brick-and-mortar store in Bangalore and plans to follow an omnichannel strategy.
