XYXX Turns Shirt-Pulling Into Comedy — Six Episodes for Men’s Shapewear
~ XYXX and 145 East turn everyday male body-consciousness into a six-episode comedy series — ‘The Shirt Puller’ lands after ‘The Bangla Baddies’ crossed 1.25 lakh views ~
Mumbai, September 2026: Men’s innerwear brand XYXX has launched a comedy-led campaign with content studio 145 East that challenges the idea that shapewear is a women’s category — by exaggerating the awkward habits men already perform when they feel conscious about how clothes sit on their bodies.
Rather than preaching confidence, the episodic series leans into familiar behaviours: repeatedly pulling a shirt away from the stomach, fidgeting on camera, and trying to hide parts of the body in everyday situations. The product in frame is XYXX Sculpt Vest, positioned as a wardrobe essential for fit and comfort — not a corrective fix men should feel embarrassed to explain.
Episode one, ‘The Bangla Baddies’, has already crossed 125,000 views. It follows a man who, even after being kidnapped, stays more worried about how he looks than the crisis. Episode two, ‘The Shirt Puller’, stretches the constant shirt-tug across ordinary moments. Four more episodes will keep mining body-consciousness behaviours for laughs while weaving Sculpt into the narrative.
Petal Gangurde, Chief of Brand & Culture, XYXX, said: “We wanted to approach men’s shapewear without making it feel like a category men need to be embarrassed about or explain. The insight came from looking at real-life situations that bring out the most bizarre behaviour in men when they feel conscious about their bodies, and asking what happens when we simply turn that behaviour into comedy. With this series, we’re trying to destigmatise and demystify shapewear for men by making the conversation familiar first. If you can laugh at the behaviour, you can start talking about the category – and that is where adoption begins.”
Most men’s grooming ads still sell “real men don’t care.” XYXX is betting the opposite — that naming the shirt pull out loud is the shortest path from taboo category to closet staple.
