Elizabeth Lavin

Fashion

Mizzen+Main Introduces the World to ‘Textile Dysfunction’ in New Commercial

And does a pretty great send-up of a pharmaceutical ad while they’re at it.

It’s been a big few months for Mizzen+Main. The Dallas-based performance menswear brand, founded by SMU grad Kevin Lavelle and beloved by athletes like J.J. Watt, opened their first brick and mortar in West Village, and also put out a pretty funny commercial on ESPNews this past Saturday.

A send-up of pharmaceutical ads, the commercial addresses “Textile Dysfunction,” an ailment marked by pointless, expensive dry cleaner visits and sweat stains that may have “social and psychological consequences.” The ad comes with all the hallmarks you’d expect: an ever-present chyron of the brand and symptoms it addresses, good-looking people on a couch, and something cute and relatable like a slow-motion hoard of puppies. There are side effects, of course. Mizzen+Main’s include “bloated self-esteem, excessive confidence, modeling contracts, adoration, winning at everything, and I higher sense of well being.” The whole thing ends, inexplicably, with a guy wearing a dress shirt relaxing in a freestanding tub.

It’s pretty fun! Watch it below.

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