Brand Tone

Sincere, Artisanal, Mindful, Personal, and Direct

Brand Values

• •Quality and Durability
• •Sustainability and Conscious Consumption
• •Local and Ethical Manufacturing
• •Timeless Style
• •Authenticity and Family

Best Practices

• •Always connect your product back to your core values. Don't just say what it is (a hoodie), but why it is (a garment built to last, reducing waste). MAGILL did this by linking quality to sustainability.
• •Write as if you are a real person talking to another. The founder’s personal story and direct address (e.g., the closing message) build trust and authenticity. Avoid overly corporate or marketing-heavy language.
• •Details build credibility. Mentioning 'French Loop Terry knit on machines in Los Angeles' or 'small batches of 25-50' is more powerful than vague claims of quality. This shows you have nothing to hide.
• •Position your copy as a way to inform the consumer about a better way to buy. MAGILL's content about 'slow fashion' and 'conscious consumption' educates the audience on the brand's philosophy, creating a shared sense of purpose.
• •Don't overwhelm your audience with constant communication. Make every message count by ensuring it offers value, whether it's product information, a story, or a statement of your principles. This builds a more loyal following.

Social Perception

MAGILL was perceived by its audience as a niche, high-quality purveyor of classic American menswear. Customers and fashion communities saw it as a reliable source for durable, well-crafted staples like rugby shirts. The founder's impressive pedigree from established fashion houses like Ralph Lauren and Jack Spade lent the brand credibility and assured customers of its design integrity. It was viewed as a thoughtful alternative to fast fashion, appealing to consumers who value craftsmanship and sustainability.

Copy Examples

• •More than a shirt, it's a staple for life. Our new Hockney Rugby is knit from heavyweight cotton right here in Los Angeles, designed to be worn, loved, and passed down. Because true style doesn't have a season. #BuiltToLast
• •Buy Less, Choose Well. We create timeless menswear in small, responsible batches. Garments so well-made, your wardrobe will thank you for decades to come. Discover our commitment to slow fashion.
• •We started MAGILL with a simple idea: that a well-made garment is better for you and better for the planet. That's why we partner with local artisans in Los Angeles to create each piece, focusing on fit, fabric, and a finish that endures. This isn't fast fashion. It's style with substance.
• •We promised not to crowd your inbox. This month, we're sharing a look at the local machines that knit our French Loop Terry and introducing the 30 new Crew Necks we just finished. That's it. Quality you can feel, made the right way.
• •It's time to loosen up. Our Hepburn Pleated Chino is back in stock. Cut with a classic higher waist and made from durable twill, it’s a nod to permanent style. Limited to a new batch of 50. Made for the long haul, right here in L.A.