Brand Tone

Proud & Authentic, Community-Focused, Confident & Bold, Stylish & Current, Approachable & Engaging

Brand Values

• •Local Pride: Celebrating and promoting Memphis culture, spirit, and identity.
• •Authenticity: Representing the genuine character of the city.
• •Resilience: Reflecting the "Grind City" mentality.
• •Community: Fostering a sense of belonging among Memphians.
• •Quality & Style: Offering well-designed, high-quality apparel.

Best Practices

• •Embrace Memphis Slang & References (Authentically): Incorporate local vernacular and well-known Memphis landmarks or cultural touchstones naturally (e.g., "Bluff City," "Grind City," references to music or specific neighborhoods where appropriate), but avoid forcing it or sounding inauthentic.
• •Maintain a Confident, Proud Voice: The copy should always exude pride in Memphis. Use strong, declarative sentences and a tone that is unapologetically bold about the city's identity.
• •Focus on Community and Shared Identity: Use inclusive language ("we," "us," "our city") to foster a sense of belonging. Highlight how the apparel connects people to the "901" community.
• •Keep it Energetic and "Hype": Use vibrant, active language. The copy should feel current and exciting, reflecting the "hype" aspect of the brand. Avoid overly formal or passive wording.
• •Be Consistent Across All Channels: Ensure the tone used on the website, social media captions, email marketing, and any in-store signage is harmonious and reinforces the same core brand identity. Develop a simple style guide if needed.

Social Perception

The brand is likely perceived positively by its target audience – individuals with a strong connection to Memphis. Customers appear to be proud to wear the brand as a statement of their local identity. The brand is seen as a purveyor of "Memphis hype," tapping into a collective civic pride. The physical store in Wolfchase Mall lends credibility and accessibility.

Copy Examples

• •Headline: 901 REPPIN'. ALWAYS. Body: From Beale Street to your street, wear the soul of Memphis. Our latest drop is pure 901 grit and grind. Shop now and show your pride. #901Unlimited #MemphisVsEverybody
• •Headline: MORE THAN APPAREL. IT'S A STATEMENT. Body: This isn't just a hoodie. It's the heart of the Bluff City, woven into every thread. Feel the spirit of Memphis. Live the 901 Unlimited life. New arrivals in store at Wolfchase Mall and online.
• •Headline: GRIND CITY OFFICIAL GEAR. Body: You know the hustle. You live the grind. Gear up with the apparel that speaks your language. 901 Unlimited: Authentic Memphis, for the authentically Memphis. #GrindCity #MemphisPride
• •Headline: OWN THE 901. Body: It's in our blood. It's in our style. Rock the city that defines us. Check out the new collection at 901-unlimited.com – wear it loud.
• •Headline: MEMPHIS RAISED. 901 UNLEASHED. Body: Born here. Proud of it. Our new line captures the undiluted spirit of the 901. Cop yours and let them know where you stand. #Choose901 #AuthenticMemphis