Brand Tone

Curated & Discerning, Knowledgeable & Passionate, Understated & Appreciative of Quality, Independent & Authentic, Modern & Minimalist

Brand Values

• •Curation & Quality: Prioritizing well-made garments with a focus on fabric and silhouette over branding.
• •Authenticity & Individuality: Offering unique pieces and brands that are not mainstream, born from a genuine passion.
• •Knowledge & Experience: Valuing the story behind brands and providing a rich, tactile shopping experience.
• •Community & Connection: Fostering connections with designers and creating a welcoming space for those who appreciate unique fashion. The store is also noted as a place to support.
• •Diversity in Retail: Actively working against a monotonous retail landscape by introducing a diverse range of international and local designs.

Best Practices

• •Emphasize Craftsmanship and Origin: Always highlight where products are made (e.g., "Made in Japan," "Crafted in NYC") and the quality of materials and construction. This reinforces the value of curation and quality.
• •Educate Subtly: Share details about the design inspiration, fabric technology, or brand history. This positions the brand as knowledgeable without being pretentious.
• •Use Understated, Confident Language: Avoid excessive hype, superlatives, or overly trendy slang. The language should reflect the timeless nature of the products. Focus on quality and design integrity.
• •Maintain Visual and Textual Minimalism: Ensure copy is concise and complements the clean, high-end aesthetic of the brand's visuals. Let the product and its details speak for themselves.
• •Foster a Sense of Discovery: Frame the products and the store as a place to find unique, carefully selected items that offer an alternative to mass-market fashion. This aligns with the founder's mission.

Social Perception

Respected Niche Retailer, Expertly Curated, Positive Customer Experience, Valued Local Business, Aesthetic Appreciation

Copy Examples

• •Instagram Post (New Arrival - Orslow Fatigues): The details that define. Orslow's US Army Fatigue Pants, reimagined. Crafted in Japan from a robust reverse sateen, notice the period-correct urea buttons and exacting construction. A testament to timeless design, available in-store and online. #BigTroubleStore #Orslow #MadeInJapan #Menswear #Heritage
• •Website Banner (Brand Spotlight - Nanamica): Nanamica: Where urban utility meets coastal calm. Discover outerwear that seamlessly blends advanced technical fabrics with enduring style. Beyond the hype, find pieces built for life. Explore the latest collection. [Link]
• •Email Newsletter Snippet (About the Store's Philosophy): More than just clothing, we believe in the stories woven into every garment. At Big Trouble, we seek out pieces with integrity – from the first stitch to the final silhouette. It's about enduring quality, not fleeting trends. Join us in appreciating the craft. Visit us in Surry Hills or explore online.
• •Facebook Post (Highlighting In-Store Experience): Step into our Surry Hills space. Feel the textures, appreciate the construction, and discover brands with a distinct point of view. We’re here to share the narratives behind the labels we love. Open daily. [Link to address/hours]
• •Product Description (Engineered Garments Jacket): Engineered Garments delivers its signature blend of workwear and refined tailoring with this season's Explorer Jacket. Note the considered pocket placement and durable cotton ripstop. A piece designed not just to be worn, but to be lived in. Made in NYC. Find your fit.