Brand Tone

aspirational, minimalist, and community-centric

Brand Values

• •Community and Connection
• •Creativity and Culture
• •Authenticity and Self-Expression
• •Quality and Curation

Best Practices

• •Speak from the "We": Always use collective language ("we," "our community," "us") to reinforce the core value of connection. Avoid a detached, corporate "the brand" voice.
• •Embrace Minimalism: Keep copy clean, direct, and confident. Avoid excessive adjectives, exclamation points, or overt "buy now" sales language. The product and experience should speak for themselves.
• •Tell the Story of Connection: Frame everything—from a new clothing item to a music release—around the central theme of community. Explain why it exists: to enhance shared experiences.
• •Focus on Feeling, Not Just Features: Instead of just listing fabric weight or technical specs, describe the feeling the product or event is meant to evoke (e.g., "coming home to a community," "electric with possibility").
• •Maintain a Consistent Vocabulary: Use and reuse key terms that define the brand world: "collective," "community," "movement," "lifestyle," "uniform," "unapologetically," and "connection." This builds a recognizable and authentic verbal identity.

Social Perception

Due to a limited online footprint, public perception is primarily shaped by the brand's self-positioning rather than widespread customer reviews or media coverage. The brand is perceived as a niche, Los Angeles-based lifestyle collective. Its focus on events and a record label suggests it is seen by its audience as a cultural curator. The premium pricing of its apparel, combined with its minimalist aesthetic and emphasis on community, likely positions it as an aspirational brand for those integrated into or wishing to be part of a specific LA-centric creative scene. The perception is one of an inner circle—welcoming to those who share its values but not actively seeking mass-market appeal.

Copy Examples

• •Music. Fashion. Friendship. This is our world. Welcome.
• •Your uniform for the community. Crafted in Los Angeles for late nights and early mornings with the people who matter most. More than a garment, it’s a piece of us.
• •It started as an event series and became a lifestyle. Among Friends is a Los Angeles collective built on a shared vision: to create spaces, sounds, and apparel that bring us together. It's better when we're Among Friends.
• •This Friday: Find Your People.
• •The moments between the music. Our latest gathering, captured. #AmongFriendsLA