Brand Tone

cool, confident, and authentic

Brand Values

• •Sustainability
• •Curation & Quality
• •Individuality & Self-Expression
• •Nostalgia & Authenticity
• •Community

Best Practices

• •Lead with Confidence, Not Hype: Use direct, assured language. State what the product is and why it's cool without excessive exclamation points or buzzwords. Let the product's authenticity speak for itself.
• •Tell Micro-Stories: Emphasize the origin ("Handpicked in Italy") or the era ("Pure 80s nostalgia") of the clothes. This reinforces the value of curation and the unique history of each piece.
• •Keep it "Of the People": Use a conversational and relatable tone. Write how you would speak to a friend who is into fashion. Use "you" and "your" to speak directly to the customer.
• •Emphasize Scarcity and Uniqueness: Use phrases like "one of a kind," "won't last long," or "the only one you'll see" to create a sense of urgency and highlight the unique value proposition of vintage items.
• •Always Weave in Sustainability: Subtly connect style with sustainability. Frame the choice to buy vintage as a cool, conscious decision, not just a moral one. Phrases like "Style that doesn't cost the planet" or "Look good, do good" work well.

Social Perception

Aces! Vintage is perceived very positively by its customers and the local community. It is viewed as a "very cool" and essential stop for vintage shopping in Oslo. The public perception is that of a high-quality, curated boutique rather than a typical thrift store. Customers appreciate the clean, organized environment and the unique, high-quality selection of streetwear and designer pieces. The brand is seen as both a trendsetter and a reliable source for timeless garments, successfully combining fashion with a sustainable ethos.

Copy Examples

• •90s Nike Has Landed. Fresh drop of handpicked 90s windbreakers, tees, and sweats just hit the floor and the site. That perfect fade, that classic swoosh. You know the vibe. Here today, gone tomorrow. #AcesVintage #VintageNike #90sFashion #OsloVintage #Streetwear
• •Your search is over. Rare graphics, band tees, and 80s gold, all in one place. Link in bio to see what’s new. (Caption for a TikTok video showing rapid succession of unique vintage t-shirts being styled, with on-screen text: "POV: You find the vintage tee plug in Oslo." Audio: trending, upbeat indie or hip-hop sound.)
• •More Than Clothes. It's a Vibe. Handpicked vintage from the 80s, 90s, and 00s. Wear a piece of history. Sustainably. (Website Homepage Banner)
• •This Week’s Gems // Rare Leather + Italian Denim (Email Newsletter Subject Line)
• •These clothes have stories. Give them a new one. By choosing vintage, you’re choosing style and a better planet. Thanks for being one of the Aces. (In-Store Signage)