Brand Tone

modern, minimalist, aspirational, confident, direct, clean, and refined.

Brand Values

• •Quality and Design
• •Modern Minimalism
• •Exclusivity
• •UK Identity

Best Practices

• •Always highlight the superior materials, fit, and construction of the garments. Use descriptive words that convey a sense of craftsmanship.
• •Keep the language clean, direct, and sophisticated. Avoid slang, hype, and overly casual phrasing to align with the brand's aesthetic.
• •Subtly remind the audience of the brand's British roots, as this can be a key differentiator and a point of connection for the target market.
• •Position the clothing not as fast fashion, but as long-lasting, versatile pieces that transcend seasonal trends.
• •The copy should speak to a lifestyle that values design, quality, and a modern, uncluttered approach to life, mirroring the characteristics of the ideal CRITERION customer.

Social Perception

Still developing due to its niche market, with a limited online footprint but positive social media engagement. There is a potential for confusion with 'The Criterion Collection'. Its specific style focus can be seen as a strength by its target audience, but potentially too narrow by the broader public.

Copy Examples

• •The next chapter in urban essentials. Our new collection is designed for the discerning individual. Discover the difference in the details. #CriterionUK #ModernStreetwear #Minimalist
• •Engineered for the modern man. CRITERION offers a curated selection of premium streetwear, defined by clean aesthetics and superior quality.
• •The embodiment of understated style. Our signature hoodie is crafted from premium, soft-touch cotton for unparalleled comfort and a flawless fit. The minimalist design ensures versatility, making it a cornerstone of your contemporary wardrobe.
• •Tired of transient trends? CRITERION is a UK-based brand dedicated to timeless design and exceptional quality. Elevate your style with our minimalist streetwear. Shop now for free UK shipping.
• •Just Arrived: The Uniform for the Modern Minimalist