Brand Tone

Confident, Assertive, Craft-Oriented, Passionate, Premium, Durable, Authentic, and Transparent

Brand Values

• •Durability & Longevity
• •American Craftsmanship
• •Quality Materials
• •Authenticity & Non-Conformity
• •Functionality & Thoughtful Design

Best Practices

• •Embrace the "DEFY" Ethos: Consistently use language that reflects rebellion against the ordinary, challenging norms, and celebrating individuality. Use strong verbs and a confident, direct voice.
• •Spotlight Craftsmanship & Materials: Always highlight the "Handcrafted in Chicago" aspect. Go into detail about the unique, durable materials (e.g., "24 oz. vintage M35 military vinyl truck tarp," "Horween Chromexcel Leather," "AustriAlpin Cobra Buckles"). Explain *why* these materials are superior.
• •Maintain a Premium but Rugged Feel: The tone should be elevated, reflecting the quality and price point, but always grounded in the toughness and durability of the products. Avoid overly delicate or fussy language. Think "refined ruggedness."
• •Be Authentic and Story-Driven: Share the "why" behind DEFY – the founder's journey, the commitment to American manufacturing, the passion for creating lasting goods. Use real stories and avoid corporate jargon.
• •Use Confident, Unapologetic Language: DEFY isn't for everyone, and the copy should reflect that. It’s for those who appreciate over-engineered quality and aren’t afraid to invest in it. The tone can be slightly edgy and assertive, proud of its niche.

Social Perception

High-Quality & Durable, Premium & "Badass", Authentic American Made, Unique & Distinctive, Good Customer Service

Copy Examples

• •Headline: DEFY THE DISPOSABLE. INVEST IN INDESTRUCTIBLE. Body: Tired of bags that fall apart? So were we. That’s why every DEFY bag is handcrafted in Chicago from the toughest materials on Earth—like military truck tarps and Horween leather. Built for life, not for landfill.
• •Headline: AMERICAN HANDS. GLOBAL GRIT. Body: From the heart of Chicago, our small team pours passion and precision into every stitch. We don’t do assembly lines. We do artistry, with materials like load-bearing Cobra buckles and battle-tested Ballistic Nylon. This isn't just a bag; it's a statement.
• •Headline: BEYOND THE BOARDROOM. BEYOND EXPECTATION. Body: Your ambition doesn't fit in a standard briefcase. Neither should your gear. DEFY combines rugged, reclaimed materials with a design ethos that’s as relentlessly driven as you are. Carry confidence. Carry DEFY.
• •Headline: STATUS QUO? NO THANKS. WE’RE BUSY BUILDING LEGACIES. Body: Mass-produced mediocrity isn’t our style. DEFY was born from a spirit of rebellion—a commitment to crafting unique, over-engineered bags that tell a story of resilience and American ingenuity. What will your DEFY say about you?
• •Headline: MATERIALS WITH A PAST. BAGS WITH A FUTURE. Body: We salvage history—from weathered military canvas to rich, storied leathers—and transform it. Each DEFY bag carries the soul of its components, handcrafted into a companion that’s ready for whatever your journey holds. This is slow manufacturing. This is built to endure.