Storytelling Weekly – #026 xSuit


I take a deep breath.

“Today is a big day,” I say to myself as I look across the bay at the city of opportunity – San Francisco.

I do one final check on all my stuff – phone, calculator, resume…

…and my brand new suit!

“This is a little tight,” I murmur.

As I hop on the MRT, I take one quick look at the urine-smelling seats and shake my head, “I guess I’m standing into town…”

Because I’m on my way to my first job interview, I won’t risk getting a stain on my “first impression.”

I can still remember it like yesterday.

The day was June 5, 2012.

It was a cool, refreshing afternoon – with a good amount of sunlight and a gust of onshore breeze. But despite the comfortable weather…

I was anxiously shifting in my new suit, thinking – 

“Why does my suit feel so stiff?”

I wish I had something as nice as the xSuit.

Recap of Storytelling Weekly

Before diving in, here’s a quick recap for newcomers just tuning in to my One Story A Week Series. 

  • Once a week, I’ll find an interesting brand to study.
  • I’ll break down what I like about their storytelling techniques.
  • Then, I’ll show you how to utilize these techniques in email.
Full Disclaimer

I don’t have any insider info or access to their account. So, I’m writing based on studying their website, interviews, and emails. However, I don’t have proof of earning claims or results of specific campaigns.

Now, there won’t be any “hard selling” in this series, but – 

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Brand Introduction

Ecommerce Email Marketing - xSuit Logo

xSuit was founded in 2017 by Maximilien Perez – a fashion designer, fitness enthusiast, and frequent traveler.

When you’re often on the road, you know how frustrating it is to wear a stiff, uncomfortable suit. Not to mention the annoyance of getting rid of wrinkles and stains before meetings.

This inspired Max to create his own suit.

Something long-lasting, comfortable, wrinkle-free, and easy to clean.

The result was xSuit – the most founded suit on Kickstarter and Indiegogo.

(over $650,000!)

Storytelling Tactics

If you’ve never seen an xSuit ad, you should look it up.

It’s always fast, energetic, and most importantly…


Here’s an example:

xSuit’s ads remind me of the crazy ads from Dollar Shave Club – because they both have a similar goal: To disrupt the market with an outlier.

When you’re trying to break into an old-school market (like razors or suits), you have to become a breath of fresh air.

You have to be different…

…even a bit crazy.

When traditional brands are trying to be elegant and classy, you polarize by doing a WORKOUT in your suit. (suck it Armani!)

Email Tip of The Week

“If more people focused on making ads INTERESTING and less time focusing on “How to run Facebook ads” their ads would perform EXPONENTIALLY BETTER.

The reason your ads suck, most of the time, isn’t because you chose the wrong targeting or don’t know some special trick that gets you that “secret audience” you’ve been looking for.

It’s because your ad is boring (assuming your offer is decent)”

by Travis Stephenson – a digital marketer, husband, dad, coffee loving, podcasting generally fun guy.

I couldn’t agree more.

This goes the same for email marketing, too.

Most people focus on crafting the most teasing subject line…

…the “smartest” segmentation

…the button vs hyperlink.

But instead, if you focus on making your emails INTERESTING, they will also perform EXPONENTIALLY BETTER.

Yes, attention spans are shorter these days.

Yes, Gmail is adding an unsubscribe feature to every email.

Yes, people are getting bombarded with way too many emails.

But, no, these are NOT the reasons people ignore your emails.

It’s because your email is boring.

(hey, people are still willing to binge-watch a whole season of Bridgerton after a long-draining day of work. this means the attention span can’t be THAT short.)


Next time you’re writing a new email campaign, here’s a quick tip:

Go to the website

Look at what your competitors are sending.


Send something different.

Create emails that make people laugh… and you’ll win customers for life.

(and, of course, if you need help, reach out)