Freecultr makes a re-entry

The brand's launch campaign has been produced by Thinkstr

e4m by exchange4media Staff
Updated: Jun 4, 2020 11:48 AM

Popular henley t-shirt brand Freecultr is back in its new avatar. It's starting with providing a solution to mankind's oldest bugbear: the uncomfortable crotch.
It has been launched as a digital-first direct to consumer brand promising most premium innerwear on

Men's underwear, traditionally, has a way of irritating, giving rashes, riding up, bunching up or being just plain uncomfortable, forcing men to constantly tug at their crotch. That, of course, can cause more than its fair share of socially embarrassing situations.

FREECULTR's new range of underwear tackles this issue. These silk-soft, stretchable, featherlight underpants keep a man's hands away from his crotch.
Harshit Vij, founder, along with his old friend Shrey Luthra, co-founder are the men behind Freecultr's relaunch. Harshit says "I am all about entrepreneurship and people. Though I began my entrepreneurial journey in my college days, I wanted to curate something that creates an impact for good. This urge led me to FreeCultr; which is now the platform where I use my experience and Shrey's expertise to deliver comfort at its best!"

Our belief is that even digital brands need good video storytelling and, even though being a startup, took a brave step to launch the brand with an investment in digital video film. This is very common in matured markets like US. However, in India, most digital brands invest a lot of digital channels such as Google. These channels definitely give performance but not a brand story.

To this Shrey adds, "Coming from a textile background, I always wanted to channelize more of sustainable clothing to the masses. With Harshit's pop of idea, I knew I could hit two targets i.e. promote natural fabrics and solve common yet neglected inner wear problems, in one go."

The campaign's launch film, to run online, was produced by Thinkstr. Satbir Singh, CCO, added: "When Harshit called us with the product story, we heaved a sigh of relief. This was something we had been looking for, for ages. It's a great comeback for a brand that has a lot of fans. The idea comes from every man's daily life. We had fun producing it in-house. It will connect with men. And people who are around men.”

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