Comfort Performance presented an exciting opportunity to introduce something entirely new to consumers while evolving our brand voice and aesthetic. With the market saturated in synthetic-feeling performance apparel, the PVH Design team created a performance dress shirt with a remarkably natural, easy feel—hence our tagline 'You won’t believe this is a dress shirt.'

Our team's challenge was to signal newness and create disruption on a sales floor already packed with competition. We adopted a modern and slightly cheeky approach with bold marketing and a refreshed brand voice, ensuring clear and distinctive messaging. Additionally, we executed an editorial campaign to serve as elevated visuals for e-commerce, social media, and retail displays.