Brand Tone

Irreverent, humorous, empowering, resilient, confident, unapologetic, straightforward, and supportive. The voice of a friend who understands daily realities and chooses to laugh.

Brand Values

• •Community
• •Humor & Levity
• •Resilience & Empowerment
• •Authenticity
• •Quality

Best Practices

• •Always keep humor at the core of the copy. It should be witty, slightly irreverent, and reflect the genuine experiences of the amputee community. Avoid pity or overly sentimental language.
• •Employ terms and jokes that resonate specifically with amputees and veterans ("Stump Life," "Flesh Wound," etc.). This reinforces the sense of a shared community and shows that the brand is authentic.
• •Prioritize user-generated content in social media and marketing. Featuring real customers wearing the apparel is the most powerful way to demonstrate the brand's values of community and empowerment.
• •Regularly mention that the brand is veteran-owned and amputee-founded. This is a crucial differentiator and the foundation of the brand's authenticity. It’s not just a company; it’s a member of the community it serves.
• •While the slogans are the hook, the copy should also communicate the quality and comfort of the apparel. Mentioning soft fabrics, durable prints, and comfortable fits assures customers they are buying a great product, not just a great joke.

Social Perception

Amp’d Apparel is perceived overwhelmingly positively as a brand that 'gets it'. It is viewed as an authentic and vital voice in the adaptive apparel space, set apart by its focus on stylish, modern designs with edgy humor. Customers see it not just as selling apparel, but as building a platform for confidence, identity, and connection for the amputee community.

Copy Examples

• •Some stories are best told with a little bit of gallows humor and a whole lot of style. Our friend @[username] is absolutely owning the narrative. Wear your story, your way. #AmpdApparel #StumpLife #AdaptiveApparel #ItsJustAFleshWound
• •Life threw a curveball. We hit it out of the park. Apparel for the unapologetically resilient.
• •Headline: Laugh It Off. Wear It Proud. Body: Founded by a veteran amputee who knows that sometimes, the best therapy is a damn good t-shirt. From 'Stump Life' to 'One Foot in the Grave,' our designs are for us, by us. High-quality, comfortable, and guaranteed to start a conversation. Shop the collection now.
• •This hoodie didn't *really* cost an arm and a leg, but we know the feeling. Made from a premium, ultra-soft cotton blend, it's perfect for those days when you want maximum comfort and minimum nonsense. It's more than a hoodie; it's an inside joke for the toughest club around. Grab yours and let the hoodie do the talking.
• •Warning: May cause spontaneous conversations and knowing nods.