Dollar Athleisure’s New Campaign Dares to Ask: Why So Formal?

Dollar Industries Limited, a prominent player in the Indian hosiery sector, has launched a provocative campaign to promote its Athleisure range, a category experiencing significant growth. Conceptualised by Lowe Lintas, the campaign encourages viewers to question societal stereotypes regarding appropriate attire for various occasions.

Vinod Kumar Gupta, Managing Director of Dollar Industries Limited, stated, “In an era of comfort and style, Athleisurewear has emerged as a dominant trend in the fashion world. This prompted us to focus on an entire range of fashionable clothing – including tank tops, crew necks, henleys, polos, sweatshirts, jackets, hoodies, bermudas, capris, track pants, joggers, and socks – that perfectly aligns with the young consumer’s desire for comfortable yet trendy options suitable for multiple events and locations. Interestingly, even professions that traditionally required suits or at least a shirt and tie are relaxing their dress code policies as millennials ascend into management roles. This shift inspired us and Lowe Lintas to challenge accepted social dress norms in our campaign, promoting Dollar Athleisure as the ideal blend of casual comfort and chic style.”

The campaign film, directed by noted filmmaker Manav Malhotra, features a stylised montage showcasing various scenarios where formal attire is typically expected. From board meetings to college classrooms, and from weddings to dining out, the film questions these societal expectations and advocates for athleisurewear as a valid choice for all occasions.

Mohit Pasricha, Unit Creative Director at Lowe Lintas, commented, “As Coco Chanel once famously said, fashion fades, only style remains. Athleisure is certainly a fashion, but it is also a very comfortable one. Once people become accustomed to comfort, it becomes difficult to revert to formal styles. Observing our surroundings, we see a dramatic shift in street style. Women are wearing leggings, crop tops, and sports bras, while men opt for sweatpants, hoodies, and sneakers. This emerging lifestyle highlights the universal need for comfort in dressing, which led us to challenge formal dress codes and celebrate informality as the new norm.”

The brand has launched the new campaign across its online platforms and various other media outlets.