Brand Tone

Sophisticated & Modern, Understated & Confident, Authentic & Passionate, Approachable Refinement, Conscious (Subtly)

Brand Values

• •Quality & Craftsmanship
• •Timeless Design
• •Comfort & Functionality
• •Modern European Aesthetic
• •Authenticity & Transparency
• •Considered Consumption (Implied)

Best Practices

• •Emphasize Quality and Origin: Consistently incorporate phrases such as "Designed in Antwerp," "Produced in Europe," and highlight the use of premium materials (e.g., "finest Italian cotton," "GOTS certified organic cotton"). This reinforces the brand’s commitment to value and authenticity.
• •Use Refined and Direct Language: Avoid slang, overly casual phrasing, or excessive marketing hype. Sentences should be clear, concise, and focused on communicating the product's benefits and the brand's core ethos. The tone should exude confidence while remaining modest.
• •Focus on Timelessness and Versatility: Frame products as long-lasting additions to a modern wardrobe rather than just current trends. Emphasize how pieces can be worn for "every occasion," highlighting their adaptability.
• •Maintain Visual-Verbal Cohesion: Ensure that the copywriting directly reflects and enhances the sophisticated, clean, and modern aesthetic presented in the brand's photography and website design. The language used should evoke the same feelings and impressions as the visuals.
• •Subtly Weave in "Lifestyle": Connect the clothing to a broader sense of modern European living, emphasizing comfort, confident style, and thoughtful choices, as demonstrated in the brand's "Journal" and Instagram content.

Social Perception

Trusted Quality, Discerning Choice, Associated with Antwerp Style, Growing Niche Brand

Copy Examples

• •Experience the understated luxury of our Merino Wool Knit. Expertly crafted in Europe, its refined texture and timeless design offer versatile warmth for the modern man. Designed in Antwerp for enduring style and comfort.
• •Introducing AM Antwerp Spring/Summer '26. Clean silhouettes, premium European fabrics, and the contemporary spirit of Antwerp. Discover pieces designed for every moment. #AMantwerp #Menswear #EuropeanDesign #TimelessStyle
• •AM Antwerp is more than a label; it's a commitment to quality, timeless design, and the modern European lifestyle. Founded by Max Coolen, each piece is thoughtfully designed in Antwerp and ethically produced in Europe, ensuring comfort and style that endures.
• •Refined Selections: The AM Antwerp Sale Begins
• •Elevate your everyday. AM Antwerp offers contemporary menswear, designed in Belgium and made in Europe. For the man who values quality, comfort, and timeless style. Shop the collection.