Brand Tone

ironic, confident, and authentic

Brand Values

• •Durability and Longevity
• •Craftsmanship
• •Authenticity
• •Confident Irony
• •Practicality

Best Practices

• •Always lean into the brand name. Use "rubbish," "junk," and similar terms ironically and confidently in your copy. This is your strongest unique identifier.
• •While the tone is ironic, the message must always be about superior quality. Use phrases like "built to last," "lifelong gear," and "impeccable craftsmanship" to reinforce the value proposition.
• •Avoid overly polished, corporate language. The "Blue Collar Boy" ethos calls for a straightforward, no-nonsense voice. Get to the point and speak plainly.
• •Show, don't just tell. Use copy to highlight the handmade nature of the products. Talk about the materials, the process, and the hands that made them. This builds authenticity and justifies the premium quality.
• •Write as if you are speaking to people who already understand the brand's premise. Use language that reinforces the community around shared values like durability, practicality, and an appreciation for things made well. This creates a stronger sense of belonging and loyalty.

Social Perception

high-quality, unique, and durable goods

Copy Examples

• •This wallet is Absolute Rubbish. It's so well-stitched it will probably outlast you. Handcrafted to hold your life together, one card at a time. #Handmade #LeatherGoods #BuiltToLast
• •Your everyday carry deserves better than throwaway junk. We make gear that2s built for the grind. It2s tough, it2s reliable, it2s Absolute Rubbish. #EDC #BlueCollarBoy #QualityCraft
• •WE MAKE RUBBISH. The kind of rubbish that lasts a lifetime. Explore our collection of handcrafted leather and metal goods.
• •Subject: Tired of the temporary? | Our gear is built with grit and guaranteed for life. It2s not just a product; it2s a commitment. We call it Absolute Rubbish because we2re confident it2s anything but.
• •The only thing 'rubbish' about our gear is the name. This is what real craftsmanship looks like. #LeatherCraft #Handmade #Artisan