They also do anti-bacterial processing, so that it does not harm the skin when in contact. It has been a month since their e-portal went live and they have found several repeat customers, the co-founders claim. While their factory unit is based in Tirupur, Tamil Nadu, their co-founders work out of Tirupur, Coimbatore and Bengaluru. Tailor and Circus has designs that are rather non-restricting, for instance, the comfortable boyshorts they have designed for women. “We were quite surprised to see that so many of our female customers were ordering from the men’s boxers section,” says Abhishek. While men can shop for briefs, trunks, boxer briefs and boxers, the women can shop for bikini bottoms, high-waist briefs and boy shorts. They have a range of prints — from bright blues to yellows and minimalist black and ivory. The big win for the label is their Instagram campaign that is focussed on body diversity and positivity. “While researching, we found that men are as insecure about their bodies as the women. While there’s still a discussion about female body positivity when it comes to men that discussion lags behind. We as a brand wanted to be more inclusive and highlight that element,” concludes Abishek.
