A Brand Built on Wear What You Want for DXL

Chameleon Collective studied the big-and-tall shopper and found a journey defined by compromise, effort, and limited options. We built a brand strategy around what these shoppers actually want, with ideas like outstanding on your own terms and life size anchoring the campaigns, and reframed DXL from a shopping destination into a place of authentic choice, quality, and style.

The work resonated with DXL's board and drove a brand relaunch, becoming the cornerstone of its branding, from a relaunch video to the tagline Wear What You Want. The new brand stands for more than clothing: it is a reassurance to every big and tall man that his wardrobe can match his spirit, with style, comfort, and self-expression.