Brand Tone

cool, authentic, exclusive, confident, understated, straightforward, leveraging 'insider' status, appealing to cultural cachet.

Brand Values

• •Legacy & Authenticity
• •Community & Connection
• •Quality & Style
• •Passion for Music and Arts

Best Practices

• •Leverage the Legacy: Always connect the apparel back to the music venue's history and the iconic artists who have played there. Use phrases like 'Inspired by the stage,' 'A piece of the legacy,' or 'The uniform of the true music fan'.
• •Speak to the 'In-Crowd': Use a confident, understated tone. Avoid generic marketing hype. The brand's exclusivity is its strength. Simple, bold statements work best (e.g., 'Wear the Music,' 'Aspen's Real Locals').
• •Emphasize Authenticity and Quality: Highlight the 'streetwear' aspect, the quality of the materials, and the stylish (e.g., 'distressed,' 'unisex,' 'bomber') designs. This elevates the product from simple merchandise to a genuine fashion item.
• •Use High-Quality, Atmospheric Visuals: Photography should be moody, authentic, and cool. Feature real people in natural settings in and around Aspen, not just sterile product shots. The visuals must match the iconic, exclusive tone of the brand.
• •Maintain Brand Synergy: Keep the messaging for the Collection tightly integrated with the main Belly Up Aspen brand. Cross-promote on the venue's social channels and website. The collection's value is derived directly from the venue's reputation, so the two must always be presented as two sides of the same coin.

Social Perception

Perceived as authentic merchandise that allows fans to wear a piece of the iconic status of Belly Up Aspen. It is more than just a souvenir; it's a marker of cultural taste, tied to a venue viewed as iconic, respected, aspirational, and community-oriented.

Copy Examples

• •Wear the Legacy. From the stage to the street. The Belly Up Collection is more than apparel—it's a piece of every encore, every sold-out show, and every memory made within our walls. Shop the coordinates. #BellyUpAspen #MusicAndFashion
• •The Show Doesn't Have to End. You were there for the music. Now, take the feeling with you. Our new lifestyle streetwear captures the authentic vibe of Belly Up Aspen. Inspired by legends, designed for you. Shop the Collection. #BellyUpCollection
• •The Coordinates of Cool. Some places are just coordinates on a map. Others are legendary. This long-sleeve tee features the location of where music history is made, night after night. Crafted from soft, durable fabric with a distressed finish for a lived-in feel from day one. Authentic streetwear for the true music fan.
• •Your All-Access Pass to Style. You've shared the floor with musical icons. You've felt the energy. Now, we've bridged the gap between music and fashion with the Belly Up Collection. Premium, understated streetwear that shows you're part of the legacy. See the latest arrivals.
• •Beyond the Music. Authentic lifestyle streetwear born from one of the most iconic stages in the country. This is Belly Up Collection.