Brand Tone

Understated, outlaw edge with a focus on quality and authenticity.

Brand Values

• •Individuality & Non-Conformity
• •Quality & Craftsmanship
• •Authenticity

Best Practices

• •Maintain a Consistent Voice Across Platforms: Whether it's a product description, a social media post, or customer service interaction, the tone should consistently reflect that understated, outlaw edge combined with a commitment to quality.
• •Avoid clichés that dilute the unique brand story.
• •Emphasize the handcrafted finishing in Del Mar, California, to highlight the brand's commitment to craftsmanship.
• •Focus on the storytelling aspect of the apparel to connect with customers who appreciate the narrative element.
• •Ensure the product quality matches the brand's promise of premium materials and durability.

Social Perception

The brand is perceived as intriguing, mysterious, and rebellious, with customers appreciating the quality, attention to detail, and the unique narrative embedded in the products. There is also a folk-hero admiration for the audacity and mystery surrounding the DB Cooper legend.

Copy Examples

• •DB Cooper Skate and Street: Premium skate and streetwear with an understated, outlaw edge.
• •Every piece tells a story of its own.
• •Premium heavyweight, pigment-dyed, 100% cotton.
• •Handcrafted finishing in Del Mar, California.
• •Celebrating the 'outlaw edge' and a spirit of independence.