They really did go full‑blown there.
A men’s‑wear brand’s CEO had to step in after shoppers woke up on Wednesday to an email that blasted them to “grow the f–k up” and then pushed a 45% Black Friday suit sale. The message, with a fire emoji in the subject line, offered no context—just a sales pitch.
Later that evening, the company sent a follow‑up that began: “I’m writing to apologize for the email you received earlier today.” Founder Maximilien Perez admitted the subject line was “unprofessional, disrespectful, and completely at odds with who we are.” He said the brand promises confident style without arrogance, yet the previous email was “crude” and wrongly framed as edgy. Perez didn’t explain how the profanity slipped through, but told readers they deserved better than shock tactics.
The suits themselves are marketed to Gen Z and Millennials as low‑maintenance—no dry‑cleaning or ironing needed, and even “roll off” spills, with comfort so high you could sleep or work out in them. Perez, who launched the company in 2017 out of Shanghai, claims his $500 line is so comfortable it gives off Barney‑from‑“How I Met Your Mother” vibes.
The line is divisive. Some Reddit users called them “high‑school‑style” or “a jogging suit posing as a jacket,” while others declared them “the perfect suit.” It’s unclear whether the email was an employee mistake, an inside joke, or a risky marketing play. The company has yet to comment further.
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