Brand Tone

Aspirational, Exclusive, and Passionate

Brand Values

• •Self-Improvement and Discipline
• •Authenticity
• •Community
• •Quality & Design
• •Holistic Growth

Best Practices

• •Speak the Language of the Subculture: Use authentic automotive or football terminology naturally and correctly. This builds credibility and shows genuine passion, not just a marketing facade.
• •Emphasize "The Club" Mentality: Consistently use words like "community," "member," "initiation," and "welcome" to reinforce the brand’s exclusivity and sense of belonging.
• •Balance Aspiration with Authenticity: While the brand's message is about self-improvement, the visuals and language should remain grounded and relatable to the target audience—avoiding overly generic or preachy motivational content.
• •Let the Visuals Tell the Story: Invest in high-quality, atmospheric photography and videography. The brand's tone is heavily reliant on its aesthetic—moody, clean, and authentic. The copy should complement the visuals, not overpower them.
• •Focus on "Why," Not Just "What": Instead of just describing a hoodie, describe the feeling it's meant to evoke or the journey it's meant for. Connect every product back to the core brand values of discipline, passion, and community.

Social Perception

The public, particularly within its target niches, perceives 28 Club as a credible and high-quality "insider" brand. It is seen as more than just clothing; it's viewed as a lifestyle brand for those who are serious about their interests, whether that's car culture, football, or personal development. The association with Louis Tomlinson has brought significant visibility, but the brand has successfully established its own identity rooted in quality and an authentic subcultural connection. Customers appear willing to pay a premium for the designs and the sense of community the brand offers.

Copy Examples

• •The pursuit never stops. Our 'Midnight' Collection is engineered for the journey. Limited run. Live now. #28club #streetwear #jdm
• •More Than Apparel. It's A Commitment. This is 28.
• •You're Invited: Inside the Next Chapter
• •Built with purpose. The Pursuit T-Shirt is a tribute to the discipline of the daily drive. Made from premium heavyweight cotton, it’s a staple for those dedicated to their craft. Welcome to the Club.
• •What are you building in 28 days? Your uniform is ready.