UNTUCKit 'Untuck Yourself'

The best fashion ad campaigns of Spring 2018

Jean E. Palmieri

UNTUCKit is embracing all styles and shapes of men in its newest campaign. The men’s brand that specializes in creating shirts that are designed to be worn untucked has created its first national, multimedia campaign called “All Shapes and Sizes” that begins rolling out this week. The 30-second television spot features founder Chris Riccobono working with several customers with different physiques, and a voiceover that says the shirts come in more than 50 size options to fit all men regardless of body type. It ends with an invitation to anyone who has yet to experience the “all shapes and size of Untuckit” to just “untuck yourself.” In addition to TV ads, versions of the campaign will run on radio and in print and be used on the company’s social channels, web site and in its print catalogue. Aaron Sanandres, chief executive officer of Untuckit, said the company conducted focus groups that found “one clear message was guys have their own personal challenges (and perceived limitations) when it comes to finding a great-fitting shirt. We wanted to make sure guys know we have a solution for every body. The campaign is clear, bold and solution-oriented.”