Brand Tone

Nostalgic & Retro, Casual & Relaxed, Contemporary & Stylish, Community-Focused, Authentic & Passion-Driven

Brand Values

• •Heritage & Nostalgia
• •Quality Craftsmanship
• •Timelessness
• •Originality & Distinctiveness
• •Accessibility
• •Collaboration
• •Individuality & Self-Expression

Best Practices

• •Embrace Nostalgic Language (Subtly): Use words and phrases that evoke a sense of nostalgia and retro cool (e.g., "throwback," "vintage vibes," "classic," "iconic era") but avoid overdoing it to keep it fresh and not purely a costume brand.
• •Focus on "Effortless Cool": The copy should always feel relaxed, confident, and stylish without trying too hard. Highlight comfort, ease of wear, and the versatility of the pieces for everyday life.
• •Highlight Quality & Craftsmanship Story: Weave in mentions of quality materials, design details (like signature panelling), and the thought process behind the collections to reinforce value and authenticity.
• •Speak to the Community: Use inclusive language that invites people to be part of the "Alma" world. Encourage interaction and sharing of styles, fostering that sense of belonging the brand aims for.
• •Stay True to Visuals: Ensure the copy tonally matches the visual identity. If the imagery is vibrant, retro, and action-oriented (like 90s sports photography), the copy should carry a similar energy and descriptive flair.

Social Perception

Positive for Nostalgia and Style, Good Quality & Value (Generally), Emerging Streetwear Player, Influencer Approved, Seen as an Alternative

Copy Examples

• •Headline: Rewind the Style. Wear the Story. Body: Alma De Ace brings back the best of 90s cool, remixed for today. Our latest collection is all about those bold colours and timeless vibes that defined an era. Quality gear, built to last. Feel the nostalgia.
• •Social Media Post (Instagram): Weekend sorted. 🤘 Our signature panelled track jacket – blending vintage sport with that laid-back London feel. Comfort that looks as good as it feels. What are your go-to retro vibes? #AlmaDeAce #90sStyle #Streetwear #RetroSport
• •Product Description (for a sweatshirt): Remember that favourite sweatshirt? The one you lived in? We’ve recreated that feeling. Crafted from premium, soft-touch fabric with our iconic two-tone detailing, this is your new old favourite. Effortless style, maximum comfort – inspired by the archives, designed for now.
• •Email Subject: That 90s Vibe You've Been Missing Is Here Email Body: Hey [Customer Name], Ready to throw it back? Our new arrivals are dripping in 90s nostalgia, from classic tracksuits to fresh graphic tees. At Alma De Ace, we’re all about celebrating that golden era of sport and style. Dive in and find pieces that tell your story. Shop the drop.
• •Brand Story Snippet (About Us page): Born in London from a love for vintage finds and the unforgettable energy of 90s sportswear. Alma De Ace is more than just clothing – it’s a nod to the past, a statement for today. We craft timeless pieces with quality at their core, because good style never fades. Join the Alma community.