Brand Tone

The brand's tone is a unique mixture of being heartfelt, rebellious, and straightforward.

Brand Values

• •Legacy and Remembrance
• •Purpose-Driven Commerce
• •Authenticity
• •Community

Best Practices

• •Lead with the "Why": Always connect the brand's rebellious aesthetic back to its heartfelt mission. The "why" (the story of Elissa) is the brand's most powerful differentiator and should be central to all marketing.
• •Maintain Authenticity: The straightforward, no-frills tone of the founder is a key asset. Avoid corporate jargon or overly polished marketing speak. Keep the language direct, honest, and personal.
• •Balance Edge with Heart: When creating provocative designs or copy, ensure it doesn't overshadow the brand's core values. The edginess should feel like an authentic expression of personality, not the entire purpose of the brand.
• •Tell the Story Across All Touchpoints: From product tags to confirmation emails, find small ways to remind customers of the brand's purpose. A simple line like "Thank you for supporting the legacy" can reinforce the brand's values.
• •Be Transparent About the Mission: Clearly and regularly communicate that all profits support Chase. This transparency builds trust and gives customers a compelling reason to choose BLACK LABEL CLOTHING CO over competitors.

Social Perception

Visitors who read the "Our Story" page will likely perceive the brand as a heartfelt initiative with a charitable mission. Those who only see the products may perceive it as a typical edgy or provocative apparel line. The true brand identity is only understood by combining these two elements.

Copy Examples

• •More than just a hoodie. This is comfort with a cause. Every stitch is part of a legacy, and every purchase supports a future. Wear it with pride. All profits go towards supporting the son of the amazing woman who inspired it all.
• •Apparel with a purpose. We make cool stuff to do some good. This is for Elissa.
• •We're not your typical clothing brand. BLACK LABEL CLOTHING CO was born from a story of friendship and a promise to a friend. Our mission is simple: create quality gear and give back. Every dollar of profit helps secure the future for a friend's son. Read our full story to see the 'why' behind what we do.
• •This isn't just a design; it's a statement. A statement that you can look good while doing good. Every shirt sold continues a legacy and supports a dream. #BlackLabelClothingCo #DoGoodBeGood
• •It's more than a t-shirt. It's a story.