Brand Tone

Authentic & Passionate, Understated & Confident, Expert & Informative, Purpose-Driven & Thoughtful, Slightly Rugged & Refined

Brand Values

• •Quality Craftsmanship
• •Durability & Longevity
• •Functionality & Purpose
• •Timeless Design
• •Authenticity
• •Sustainability (in terms of longevity)

Best Practices

• •Focus on Tangible Benefits & Quality: Instead of superlatives, describe *how* the product is good – detail the materials, construction techniques, and functional advantages. Let the quality speak for itself.
• •Tell the Story of Purpose: Explain the *why* behind a design choice. If it's inspired by vintage workwear or a specific riding need, share that briefly. This adds depth and authenticity.
• •Use Clear, Concise, and Considered Language: Avoid jargon where possible, but don't shy away from technical terms when they add value (e.g., "Dyneema," "CE AAA certified"). The language should feel as well-crafted as the clothing.
• •Maintain an Understated Confidence: The copy should reflect a quiet belief in the product's superiority without resorting to aggressive sales tactics or overt boasting.
• •Show, Don't Just Tell, the Craftsmanship: Use descriptive language that evokes the texture, durability, and attention to detail. Highlight the "Made in England" aspect as a mark of quality and care.

Social Perception

High Quality & Premium, Stylish & Functional, Trustworthy & Respected, Niche & Discerning, Associated with Motorcycle Culture (but wearable beyond)

Copy Examples

• •Engineered for the open road, built for a lifetime. The Eversholt Jacket combines 8oz waxed cotton with a seam-sealed waterproof liner and CE AAA certified protection. Every detail, from the storm collar to the reinforced seams, is considered for enduring comfort and resilience. Made in England.
• •It began with a simple need: clothing that works as hard as you do, without shouting about it. Our pieces are born from real-world demands, meticulously crafted in the UK from materials chosen for their integrity and ability to age with character.
• •The Klisham Jumper: Sumptuous organic cotton, knitted in England. Designed with a biker’s understanding – like darker panels on the reverse of white sleeves and a shoulder seam removed to prevent rubbing under armour. It’s the details that define lasting comfort.
• •The integrity of a garment lies in its construction. We partner with specialist UK manufacturers who understand that true quality is in the details you see, and those you don't. Built to last, not just for a season. #AshleyWatson #MadeInEngland #Craftsmanship
• •We believe in form following function. Our design process starts with a problem, a need. From there, we refine, test, and build garments that are not only fit for purpose but become trusted companions on your journeys. Timeless style, uncompromising protection.