Blissclub, the homegrown apparel brand, has expanded its menswear offering with the launch of BareButter, accompanied by the ‘Off The Clock’ campaign featuring creators and founders. Positioned as the brand’s third chapter in menswear, BareButter focuses on comfort-led everyday dressing, with sand-finished fabrics and a soft handfeel. The collection includes hoodies, quarter-zips and shorts designed for off-duty moments such as weekends, travel and slower mornings.
The collection places softness at the centre of its design approach, combining fabric development with an elevated take on casual menswear. The pieces are designed to offer an easy fit and feel across everyday settings beyond work and performance. The accompanying ‘Off The Clock’ campaign explores who men are outside their professional identities and social expectations. Featuring creators including Shrawan Chhetri, the campaign focuses on personal interests, quiet routines and unfiltered moments away from the spotlight.
Speaking about the campaign, Viswanathan V, CBO, Blissclub, said, "With BareButter, we are bringing our signature fabric and approach of comfort to menswear, creating a new expression of softness and ease for men. As we entered this space, we wanted to explore a part of menswear that felt less talked about. We wanted to ask a different question: who are you when nobody is asking anything of you? ‘Off The Clock’ is about that version of a man, the one who doesn’t need to perform, and doesn’t need to have anything to prove. The campaign is a very honest interpretation to that idea and for us, that is what BareButter represents, comfort for the parts of your life that are entirely your own. "
Anchored in the creative thought ‘Nothing to Prove’, the campaign aims to capture spontaneous and personal aspects of men’s lives rather than presenting an aspirational portrayal. BareButter also forms part of Blissclub’s broader menswear proposition. While its Citywear range focuses on what a man does and Activewear on how he moves, the new collection explores his off-duty identity and everyday comfort.
.jpg)
