Brand Tone

Passionate, direct, community-centric, confident, knowledgeable, with a subtle rebellious streak.

Brand Values

• •Authenticity
• •Quality
• •Community
• •Style with Heritage
• •Accessibility

Best Practices

• •Speak from a Place of Passion: Write as an enthusiast, not a salesperson. Use direct, confident language that shows you understand the culture and the products.
• •Reference Heritage and Subculture: Always connect the products to their roots. Use terms like "iconic," "heritage," "staple," and "terrace culture" to reinforce the brand's identity.
• •Keep it Direct and Simple: Avoid overly descriptive, fluffy marketing language. The tone is no-nonsense. Focus on the product, the brand, and its story.
• •Use Community-Specific Language: Employ hashtags and keywords that resonate with the target audience (#Casuals, #TerraceWear, #FootballCasuals, #StandYourGround) to improve discoverability and build community.
• •Highlight Quality and Authenticity: Consistently emphasize that the products are genuine, high-quality, and carefully selected. This builds trust and justifies the premium nature of the brands you carry.

Social Perception

Perceived as a specialist and reliable retailer for a niche market, a go-to destination for authentic casuals apparel, and a passion project rather than a generic clothing retailer, valued for personal involvement and expertise.

Copy Examples

• •The original. The icon. The C.P. Company Goggle Jacket is back in stock. More than a jacket, it’s a piece of history. Built for the stands, essential for the street. #Black28 #CPCompany #TerraceCulture #Casuals
• •Timeless since 1874. The Lyle & Scott polo isn't a trend; it's a staple. Crafted from premium piqué cotton with the iconic Golden Eagle. A mark of quality and subculture identity. Wear it with pride. Wear it right.
• •Your uniform is here. We speak your language with brands that defined a culture. Fred Perry, Peaceful Hooligan, adidas Originals, and more. Authentic gear for the modern casual. Shop the collection at Black28.
• •The ultimate terrace question. Which one defines your style? Vote now. #adidasOriginals #Gazelle #Samba #TerraceWear
• •Weekend Ready: New Drops from Peaceful Hooligan & Lyle & Scott. Don't just get ready for the weekend, get the right gear for it. We've just unboxed the latest from Peaceful Hooligan—essentials that are anything but ordinary. Check it out.