In a bold but backfiring marketing move, the CEO of Shanghai-based menswear company xSuit has issued a public apology after customers received an unsolicited email on Wednesday morning urging them to "grow the f–k up" and purchase a suit at a steep discount. The provocative message, which featured the profanity in its subject line alongside a fire emoji, offered no context or explanation in the body, instead promoting 45% off Black Friday deals on the company's wrinkle-resistant suits. Maximilien Perez, xSuit's founder and CEO, followed up later that evening with a second email expressing regret over the incident.
The initial email landed in inboxes around 8 a.m. on November 27, 2025, catching recipients off guard with its crude tone. According to reports from the New York Post, the message was sent to xSuit's subscriber list without warning, leading to immediate backlash from customers who found the language unprofessional and offensive. By evening, Perez acknowledged the misstep in a follow-up blast sent at 8 p.m., writing, "I’m writing to apologize for the email you received earlier today." He continued, "The subject line was unprofessional, disrespectful, and completely at odds with who we are."
Perez elaborated on the company's values in the apology, stating, "We built xSuit on a promise to be confident without being arrogant. . . . Then we send something crude and try to justify it as edgy." He admitted that the approach fell short, adding, "You deserve better. . . . Not something designed to shock or offend in the name of getting noticed." Despite the remorse, Perez did not provide details on how the original email was approved or sent, leaving questions about whether it stemmed from a rogue employee, an internal miscommunication, or an intentional stunt.
xSuit, launched in 2017, specializes in performance suits aimed at younger professionals, particularly Gen Z and Millennial men who prioritize comfort over traditional formality. The company's products, which retail for around $500, are marketed as revolutionary garments that require no dry cleaning or ironing and can even repel spills "like magic." Perez has boldly claimed on the company's website that he has "changed suiting forever," touting the suits' versatility—suitable for sleeping, working out, or everyday wear. This positioning evokes comparisons to the casual suit-wearing character Barney Stinson from the sitcom "How I Met Your Mother," blending business attire with athleisure elements.
Headquartered in Shanghai, xSuit operates in a competitive menswear market, targeting customers weary of stiff, high-maintenance suits. The brand's pitch emphasizes practicality: fabrics that stretch, breathe, and maintain shape without professional care. However, the company's innovative claims have elicited mixed reactions. On platforms like Reddit, some users have praised the suits as "the perfect suit" for modern lifestyles, appreciating their ease and durability during travel or long workdays.
Others, however, have been less forgiving, dismissing the attire as gimmicky or immature. One Reddit commenter described the suits as "something a high school kid would wear," while another called them "a jogging suit that pretends to be a jacket." These polarized views mirror the controversy surrounding the email campaign, highlighting xSuit's struggle to balance edgy branding with broad appeal in a industry dominated by established luxury labels like Hugo Boss or Brooks Brothers.
The timing of the email coincided with the kickoff of Black Friday sales, a period when retailers often employ aggressive tactics to drive traffic. November 28, 2025, marks the official Black Friday, but pre-sale promotions frequently begin mid-week. xSuit's 45% discount was positioned as a limited-time offer, but the profanity-laced subject line overshadowed the deal, prompting complaints and social media buzz. Screenshots of the email quickly circulated on Twitter and Reddit, amplifying the story beyond the company's customer base.
It's unclear whether the email was an isolated error or part of a broader strategy. Marketing experts have noted that shock value can sometimes boost engagement, but in this case, it appears to have alienated more recipients than it attracted. The New York Post reported that xSuit did not respond to requests for additional comment, leaving the apology email as the primary official statement. Perez's message focused on accountability without delving into internal processes, such as email approval workflows or the role of the marketing team.
Customer reactions varied, with some expressing amusement at the audacity while others demanded removal from the mailing list. One recipient, posting anonymously on Reddit, wrote, "I was going to buy a suit from them, but now I'm not sure if their brand is as professional as they claim." This sentiment underscores a key challenge for xSuit: maintaining credibility in a market where trust and sophistication are paramount.
Founded by Perez, a entrepreneur with a background in fashion innovation, xSuit has grown steadily since its 2017 debut, expanding from online sales to partnerships with retailers. The company's Shanghai base allows for cost-effective manufacturing, enabling competitive pricing compared to Western brands. Yet, the global reach of its email list—likely built through website sign-ups and social media—exposes it to diverse cultural sensitivities, where profanity might land differently across regions.
In the apology, Perez recommitted to the brand's core ethos, promising more respectful communications moving forward. "We owe you an apology," he began the follow-up, signaling a desire to rebuild trust. Whether this incident will impact sales remains to be seen; Black Friday metrics for xSuit have not been publicly released, but industry analysts suggest such gaffes can lead to short-term dips in conversion rates.
This is not the first time a brand has faced backlash over provocative marketing. Similar controversies have plagued companies like Urban Outfitters and American Apparel in the past, where attempts at edginess crossed into offensiveness. For xSuit, the episode serves as a cautionary tale about the fine line between bold and inappropriate in digital advertising, especially during high-stakes sales periods.
As the holiday shopping season intensifies, xSuit's response could shape its trajectory. Perez's quick apology may mitigate long-term damage, but lingering questions about the email's origins persist. Customers and observers alike will be watching to see if the company delivers on its promise of professionalism, or if this marks the beginning of more unconventional tactics.
Broader implications extend to email marketing regulations, where unsolicited or misleading blasts can violate laws like the CAN-SPAM Act in the U.S. While xSuit's email appears to have been sent to opted-in subscribers, the tone raises ethical questions about consent and respect in consumer communications. Legal experts note that while not illegal, such approaches can erode brand loyalty and invite scrutiny from consumer protection agencies.
Looking ahead, xSuit faces the task of converting the controversy into a learning opportunity. With Black Friday sales underway and Cyber Monday on the horizon—November 30, 2025—Perez and his team must navigate heightened attention. The company's future emails will likely be under closer review, as stakeholders demand alignment between marketing flair and corporate values. For now, the menswear innovator remains a polarizing player in an evolving industry, where comfort meets controversy.