“Grow the f*** up.”
That’s what landed in customer inboxes from menswear brand xSuit on the morning of November 26, 2025. The subject line, paired with a fire emoji, promoted a Black Friday sale. Eight hours later, CEO Maximilien Perez was sending a second email taking full responsibility and calling his own company’s marketing “hypocrisy.”
The xsuit ceo apology email marks one of the more notable email marketing failures in recent months, raising questions about oversight at a company that claims to serve over 70,000 customers worldwide.
Table of Contents
What Customers Received
The original email arrived Wednesday morning as retailers competed for Black Friday attention. While the subject line contained profanity, the email body offered standard promotional copy advertising 45% off suits with no explanation for the crude language.
Customer complaints came fast enough that Perez addressed the situation by 8 PM the same day. The speed of the response suggests xSuit recognized the severity of the mistake, though the company has offered no details about how it happened.
Perez Takes Responsibility
The founder’s apology, archived on email tracking service Milled, opened with direct accountability.
“I’m writing to apologize for the email you received earlier today. The subject line was unprofessional, disrespectful, and completely at odds with who we are. That’s on me. I’m the founder, and I take full responsibility for what goes out under the xSuit name, regardless of who drafted it or which team member sent it.”
Perez then addressed the disconnect between company values and marketing tactics. “We built xSuit on a promise to be confident without being arrogant, innovative without being complicated, sharp without being cold. We talk about respecting people’s time, speaking their language, and showing up with quiet integrity.”
His next line acknowledged the obvious contradiction: “Then we send something crude and try to justify it as edgy. That’s not integrity. That’s hypocrisy.”
The email closed with a direct statement to customers: “You deserve better. If you trust us with your time and attention, you deserve marketing that reflects the actual values we claim to stand for. Not something designed to shock or offend in the name of getting noticed.”
The Company Behind the Email
xSuit sells premium men’s suits averaging $500, marketing them as machine washable with nanotechnology that repels stains and wrinkles. Perez founded the Fort Lauderdale-based company in 2017 after working in corporate environments where he found traditional suits uncomfortable.
The brand gained initial traction through crowdfunding on Kickstarter and Indiegogo before building direct-to-consumer sales. Perez operates from Shanghai while the company maintains headquarters in Florida.
xSuit positions itself in the performance menswear category, claiming its products eliminate the need for dry cleaning while providing 8-way stretch fabric. The target market skews toward professionals who wear suits regularly for work, despite marketing that suggests a younger demographic.
What Remains Unexplained
The apology email answered one question but left several others unaddressed. Perez never explained how the offensive subject line got approved or sent. The company declined to respond to requests for comment from People magazine and the New York Post following the incident.
Key details missing from the public record include whether the email resulted from employee error, a failed marketing experiment, or another cause. Perez took responsibility but provided no information about who created the subject line, whether approval processes existed, or what changes the company implemented afterward.
The lack of transparency leaves the incident open to interpretation. Was this a rogue employee? A misguided attempt at edgy marketing? A technical error that sent an internal draft? Two months after the fact, xSuit has provided no clarity.
The Cost of Getting Noticed
Email marketing drives customer communication for direct-to-consumer brands competing in crowded inboxes. Subject lines determine whether messages get opened or deleted, creating pressure to stand out.
But the xsuit ceo apology email demonstrates the risk of pushing too far. For a brand built on professionalism selling $500 suits to business professionals, the profanity contradicted the core product positioning. The marketing blast sacrificed brand integrity for attention, forcing the founder to publicly admit his company acted hypocritically.
What makes the incident more puzzling is that Perez himself recognized exactly what went wrong. His apology showed clear understanding that the subject line violated company values and customer expectations. Which raises the obvious question: why did it go out in the first place?
That answer, like much else about this incident, remains something xSuit has chosen not to address.
