The boss of xSuit – which offers premium men’s suits that are claimed to be resistant against wrinkles, stains, and odours – has been forced to apologise to customers after sending out an email marketing campaign under the subject line of “Grow the fuck up”.
The US-based firm, whose outfits are available in the UK through various online retailers and marketplaces like Amazon UK, eBay UK, and some UK-based shops, was launched in 2017 and provides “functional luxury” clothing for men, with each suit averaging $500.
xSuit sent out the email to promote its 45% off Black Friday sales but within hours founder and CEO Maximilien Perez was begging for forgiveness, and stated: “I’m writing to apologise for the email you received earlier today.”
The email went on to admit that the subject line was “unprofessional, disrespectful, and completely at odds” with who they are.
Perez took full responsibility by simply noting: “That’s on me.” He added that it did not matter who created the provocative message, because, as the founder, he takes “full responsibility for what goes out under the xSuit name”.
The message then attempted to big up the brand’s values, adding that it promised its customers that the brand was built “to be confident without being arrogant, innovative without being complicated, sharp without being cold”.
It continued: “You deserve better. If you trust us with your time and attention, you deserve marketing that reflects the actual values we claim to stand for. Not something designed to shock or offend in the name of getting noticed.”
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