Akash Kumar Shaw

ID4038

Bummer, an Indian underwear brand, disrupts the mundane black and white landscape of the underwear market by infusing it with vibrant fun and humor. Targeting the dynamic age group of 21-35, encompassing Millennials and Gen Z, bummer aims to invigorate relationships and foster camaraderie among its consumers. With a focus on millennial couples seeking to ignite passion and inject playfulness into their relationships, as well as groups of friends looking to express unity through matching underwear, bummer positions itself as a catalyst for joyful connections. Central to bummer’s identity is its commitment to witty humor and irreverent fun, catering to individuals who challenge the status quo and embrace their unique identities. The brand serves as a beacon for rebels and thoughtful individuals who seek authenticity in all aspects of their lives, including their choice of underwear. By designing for the vocal ones, the questioners, and the rebels, bummer creates a store environment that continually engages customers with visual stimuli, sparking curiosity about its elements and fostering a sense of relatability. Through its bold approach and commitment to fostering connections, bummer transcends the conventional underwear market, carving out a niche for those who dare to be different.