Brand Tone

rebellious, energetic, authentic, bold, passionate, inclusive, and direct

Brand Values

• •Self-Expression and Individuality
• •Connection to Subculture
• •Quality and Durability
• •Sustainability and Ethical Production
• •Community

Best Practices

• •Speak the Language: Use a vocabulary that is authentic to the subcultures you are targeting. Words like "raw," "rebellion," "energy," and "statement" fit the brand's ethos.
• •Show, Don't Just Tell: Instead of just saying you're connected to music, feature bands, and artists. Instead of just saying the socks are for action, show them in motion.
• •Foster Community: Use inclusive language like "we," "us," and your community hashtag (#Sockers) to create a sense of belonging.
• •Stay True to Your Roots: Continuously reference the brand's heritage in 80s skate culture and its Barcelona origins to maintain authenticity.
• •Balance Attitude with Information: While the tone is rebellious, the copy should still clearly communicate product benefits like durability, material composition, and the brand's commitment to sustainability.

Social Perception

Authentic, high-quality, stylish, and durable products appreciated by alternative and skateboarding communities, seen as culturally relevant due to connections with music and artists, and valued for its commitment to vegan products and local manufacturing.

Copy Examples

• •Engineered for the pit, the park, and the pavement. Our new collection is built to take a beating and look damn good doing it. Don't just wear socks. Make a statement.
• •This is what we're about. Raw energy, pure passion. Keep showing us how you rock your American Socks. #AmericanSocks #SockersForLife
• •Back to the roots. Inspired by the pioneers of skate, these are the socks that started it all. Re-engineered for today's rebellion. Classic style, modern durability. Built for action.
• •Your feet are boring. Let's fix that.
• •We're not just a brand; we're a community. Born from the concrete of skateparks and the energy of the stage. We make more than socks; we provide the gear for your self-expression. Welcome to the family.