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DXL Launches New Campaign

It’s “big” news—literally.

Destination XL Group, a specialty retailer of Big + Tall men’s clothing and shoes, announced the launch of its new “Wear What You Want” brand campaign, elevating the Canton, MA-based chain’s commitment to serve the fit and style needs of its target customer base. The campaign is an invitation for customers to shop like everyone else by providing the freedom to choose their own style. That spans nearly 30 footwear brands, including Clarks, Propét, Minnetonka, New Balance and Skechers.

“The Big + Tall man has been largely ignored by the apparel industry,” states aid Harvey Kanter, president and CEO. “Fewer brands, fewer styles, and fewer available sizes leave him unable to shop the way other guys do. Finding something he wants to wear, something that showcases his sense of style is almost impossible.” The exec adds, “At DXL, we are proud to offer him a place where he can find the largest assortment of brands and styles in his size. He can find clothes that fit him, his mood, and his style. He can  wear what he wants.”

The Wear What You Want campaign encompasses DXL’s commitment to its guests by highlighting its unparalleled fit expertise, the broadest assortment of brands and style options, quality, and unique shopping experience. DXL calls this unique combination of offerings The DXL Factor. Over the coming weeks, DXL will be incorporating its new Wear What You Want brand expression into all marketing channels, including email, direct mail, video, social media, stores, and


The June 2024 Issue

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