Men’s clothing retailer DXL just launched their fall marketing campaign, and it’s shaping up to be everything we’ve wanted from the company for years. The new ‘Time to XL’ campaign marks a change in their approach to the big and tall customer. The company’s goal is to ensure that men of all sizes feel empowered by looking good in what they wear. According to their updated website:
We want men of all sizes to feel empowered by looking good in what they wear. Time to XL is a celebration of impressive XL individuals; they XL in different ways, but they do it in style.
‘Time to XL’ spotlights a number of big men at the top of their game in their respective fields. From 10 time all-star David Ortiz, to DJ Khaled, to Notoriously Dapper’s Kelvin Davis and more, the campaign features big guys doing great things in a positive light.
One thing that immediately stands out when looking at the campaign is that each of the men featured represent different body types, not just the traditional “big and tall” model that we’ve come to expect. DJ Khaled’s body type isn’t the same as former pro hockey player Hal Gil’s. The diversity in the ‘Time to XL’ campaign is a great step in the right direction.
What about the clothes?
This campaign also spotlights the fact that yes, DXL does sell clothes you actually want to wear. This page shows photos of each of the guys, a bio, and the outfits they’re wearing in the picture. You can wear the same sweet threads that Sundance Head, Kelvin Davis, or David Ortiz wear, from brands such as Synrgy, Polo Ralph Lauren and Jack Victor, to name a few.
This is a great step in the right direction for DXL. Seeing a major retailer in the industry featuring aspirational big men of a variety of body types is something we’ve wanted to see for years. Does this mean we can expect to see more of this type of diversity in their models in the future? Only time will tell. What do you think about DXL’s new ‘Time to XL’ campaign? Share your thoughts with us on social @Chubstr.