Brand Tone

Sophisticated & Understated, Minimalist & Clean, Comfort-Focused & Luxurious, Authentic & Personal

Brand Values

• •Quality Craftsmanship
• •Effortless Elegance
• •Timelessness
• •Comfort
• •Simplicity & Purity
• •Sustainability

Best Practices

• •Prioritize Fabric Storytelling: Always highlight the premium nature of the materials (e.g., "Peruvian Pima cotton," "sumptuous cashmere," "lightweight silk"). Describe the feel and texture – "incredibly soft," "beautifully draped," "airy and breathable."
• •Embrace Understatement: Avoid hype or overly promotional language. Use sophisticated, clear, and concise phrasing. Let the quality of the product convey its value. Think "refined," "effortless," "timeless" rather than "amazing" or "must-have."
• •Focus on the "Why": Connect the clothing to a lifestyle of relaxed elegance and mindful consumption. Explain *why* these pieces are special – the attention to fit, the founder's vision, the versatility.
• •Maintain Visual and Verbal Consistency: Ensure that the language used in descriptions, social media captions, and advertisements aligns with the clean, minimalist aesthetic of the brand's imagery.
• •Speak to Lasting Value: Position ATM pieces as enduring additions to a wardrobe, not fleeting trends. Emphasize their timeless design, versatility, and the craftsmanship that ensures they will be cherished for years.

Social Perception

High-Quality Go-To for Basics, Investment Pieces, Comfortable Luxury, Understated Style, Trusted for Fit and Feel

Copy Examples

• •Headline: The Art of Simplicity. The Science of Softness. Body: Discover ATM Anthony Thomas Melillo: where luxurious Peruvian Pima cotton and pure cashmere are meticulously crafted into timeless essentials. Experience the perfect T-shirt, elevated.
• •Headline: Your Everyday Uniform, Redefined. Body: Effortless style begins with foundational pieces. Our collection is designed for ultimate comfort and understated elegance, taking you from relaxed mornings to refined evenings with ease. Feel the difference of true quality.
• •Headline: Pure Comfort. Consciously Crafted. Body: Indulge in the soft embrace of our signature fabrics, including eco-friendly recycled cashmere and organic cottons. ATM is committed to quality that feels good, inside and out.
• •Headline: Beyond the Basic. Body: It started with a single T-shirt. Now, it’s a philosophy. ATM Anthony Thomas Melillo offers a complete wardrobe of essential silhouettes, each perfected in its fit, fabric, and feel. This is luxury you’ll live in.
• •Headline: The Signature of Softness. Body: From our iconic slub jerseys to our cloud-like cashmere, every ATM piece is designed with an unwavering commitment to luxurious comfort and lasting style. Elevate your essentials.