Tono de Marca

Aspirational, relaxed, and elevated, using evocative storytelling and calm, confident, sophisticated language that is simple and direct. Emphasizes authenticity and reflects a coastal calm, with words like 'understated, natural, and endlessly wearable' central to its vocabulary.

Valores de Marca

• •Authenticity and Local Craftsmanship
• •Connection to Place
• •Quality and Durability
• •Understated & Timeless Style
• •Community and Heritage

Mejores Prácticas

• •Lead with a Sense of Place: Always tie the narrative back to the California coast. Use evocative, location-based language (e.g., 'Pacific Coast Highway,' 'Malibu,' 'coastal calm,' 'sun-warmed days') to ground the brand in its core inspiration.
• •Emphasize Sensory Details: Use words that evoke feeling and texture. Focus on the softness of the fabrics ('soft against the skin'), the atmosphere ('salt in the air'), and the comfort ('effortless,' 'endlessly wearable') to communicate the quality of the products.
• •Maintain an Elevated, Calm Tone: Avoid urgent calls-to-action, excessive exclamation points, or discount-focused language. The tone should remain aspirational and relaxed, reflecting the 'easy luxury' of the brand.
• •Tell the 'Made in LA' Story: Consistently highlight that the products are designed and produced in Los Angeles. This is a key value and a differentiator that speaks to authenticity, quality control, and support for local craftsmanship.
• •Use a Consistent Lexicon: Develop and adhere to a specific set of brand keywords. Terms like 'understated,' 'natural,' 'essentials,' 'leisurewear,' 'collection,' and 'endlessly wearable' should be used frequently to reinforce the brand's identity and values.

Percepción Social

An authentic, high-quality, premium niche brand embodying the coastal California lifestyle. Perceived as luxury leisurewear, it is recognized for a specific aesthetic suitable for both beach and street. Its 'Made in LA' distinction enhances its appeal to consumers prioritizing local production and quality craftsmanship, targeting those aspiring to a relaxed, sun-drenched, and effortlessly chic lifestyle.

Ejemplos de Copy

• •The feeling of a day well spent, captured in 100% cotton terry. Our signature crewneck is made for moments like these—when the sky melts into the ocean. Designed in Los Angeles, inspired by the coast.
• •More than a shirt, it's a layer of coastal ease. Crafted from breathable linen, our Oversized Button Down is designed for sun-warmed days and cool evenings by the water. Its relaxed fit and natural texture make it the essence of easy, everyday luxury.
• •That Golden Hour Light | New Scenery Collection Inside
• •Inspired by the drive. Defined by the coast. Discover the CALIFORNIA INCLINE collection—premium essentials, thoughtfully designed and made in Los Angeles.
• •Our story begins where the city meets the sea. CALIFORNIA INCLINE was born from the scenic beauty of the Pacific Coast Highway—a tribute to the understated, natural ease of West Coast living. Each piece is crafted locally in Los Angeles, designed to be as timeless and essential as the coastline that inspires us.