Brand Tone

Authentic, Nostalgic, Community-Oriented, Proud, Respectful (of its heritage)

Brand Values

• •Heritage & Legacy
• •Quality & Durability
• •Authenticity
• •Community
• •Timeless Style
• •Family & Tradition

Best Practices

• •Embrace the Heritage: Always weave in elements of Derby's rich history, its San Francisco origins, and its iconic status. Use terms like "legacy," "original," "since 1963," and "authentic."
• •Speak to the Community: Acknowledge the generational appeal and the sense of belonging the brand fosters. Use inclusive language and highlight customer stories or user-generated content when appropriate.
• •Highlight Quality and Timelessness: Consistently mention the durability, craftsmanship, and classic design of the jackets. Emphasize that this is an investment piece, not a fleeting trend.
• •Maintain a Confident but Humble Voice: Be proud of the brand's iconic status and quality, but avoid overly boastful or arrogant language. The tone should reflect a quiet confidence rooted in genuine quality and history.
• •Keep it Real and Relatable: While aspirational, the tone should still feel grounded and connected to its "workingman's jacket" roots. Avoid overly complex or pretentious language. Focus on genuine experiences and feelings associated with wearing a Derby.

Social Perception

Iconic San Francisco Staple, High-Quality & Durable, Nostalgic & Cool, Community Identity, Authentic & Respected, Generational Appeal, More Than Just a Jacket

Copy Examples

• •Headline: The Original. The Authentic. The San Francisco Derby. Body: Since 1963, not just a jacket, but a piece of the City. Woven with history, lined with iconic paisley, and built to last generations. Wear the legacy. #DerbySF #SanFranciscoOriginal
• •Headline: More Than a Jacket. It's a Story. Body: From the avenues of SF to wherever you roam, the Derby Jacket carries the spirit of generations. Tough enough for the fog, timeless enough for forever. What chapter will you write? #DerbyHeritage #TimelessStyle
• •Headline: Rooted in the Bay. Worn by the World. Body: Derby of San Francisco: A testament to quality, a nod to nostalgia, and a symbol of community. Still family-owned, still an icon. Experience the authentic. #SFPride #DerbyJacket
• •Headline: That Feeling When You Zip Up a Derby. Body: It's more than warmth. It's history. It's attitude. It's San Francisco. The classic Derby Jacket – unchanged in its essence, unmatched in its legacy. #WearYourStory #DerbySince63
• •Headline: Built for the City. Designed for Life. Body: The iconic Derby Jacket: durable, distinct, and undeniably San Francisco. From workday grit to weekend adventures, it’s the only jacket you’ll ever need. Discover the tradition. #MadeInSFSpirit #IconicOuterwear