Brand Tone

Knowledgeable & Authoritative, Authentic & Genuine, Passionate & Enthusiastic, Understated & Confident, Friendly & Approachable, Heritage-Focused & Slightly Nostalgic

Brand Values

• •Authenticity
• •Quality & Durability
• •Heritage & Tradition
• •Craftsmanship
• •Expertise & Knowledge
• •Customer Satisfaction
• •Timeless Style
• •Curated Selection

Best Practices

• •Prioritize Authenticity and Detail: Always lead with genuine facts about the product's origin, materials, construction, and historical context. Avoid vague or generic descriptions.
• •Speak with Informed Passion: Convey a genuine enthusiasm for the items, but ensure it's backed by factual knowledge. The tone should be that of a trusted expert sharing their passion.
• •Emphasize Enduring Quality over Fleeting Fashion: Focus on terms like "timeless," "heritage," "classic," "built to last," "craftsmanship," and "durable." Position items as investments rather than disposable fashion.
• •Maintain an Understated Confidence: Let the quality of the products and the brand's long-standing reputation speak for themselves. Avoid overly loud, pushy, or exaggerated claims.
• •Educate and Inform: Use copy as an opportunity to share interesting details about the brands, the history of certain styles, or the unique characteristics of the materials. This reinforces expertise and adds value for the customer.

Social Perception

Highly Respected Authority, Trusted Source for Quality, Go-To Destination for Enthusiasts, Knowledgeable & Passionate Staff, Iconic & Enduring, Commitment to Authenticity, Premium but Fair

Copy Examples

• •Headline: Beyond Trends. Built on Heritage. Body: Since 1981, American Classics London has championed enduring style. We meticulously select garments from legendary American and Japanese makers, focusing on authentic construction and timeless design. Discover pieces that carry a legacy.
• •Headline: The Real Deal. No Compromises. Body: We don't do imitations. From rugged selvedge denim to faithfully reproduced military wear, our collection is for those who appreciate genuine quality. Explore iconic brands and the stories they tell, curated for the discerning.
• •Headline: Crafted to Last. Chosen with Passion. Body: At American Classics, every item is a testament to superior craftsmanship. We share your passion for heritage clothing that's built with integrity. Visit our Soho store or browse online for pieces that will journey with you for years.
• •Headline: Expertly Selected. Authentically American (and Japanese). Body: Our four decades of experience mean we know a classic when we see it. We bring you the finest in heritage menswear, backed by unparalleled knowledge. Trust us to help you find garments that truly resonate with quality and history.
• •Headline: Own a Piece of History. Wear it for a Lifetime. Body: The clothing at American Classics London isn't just made; it's engineered with a story. We stock brands that define eras and embody the spirit of American and Japanese craftsmanship. Invest in authenticity.