Brand Tone

Knowledgeable & Authoritative, Passionate & Enthusiastic, Premium & Quality-Focused, Understatedly Cool & Authentic, Helpful & Guiding

Brand Values

• •Quality Craftsmanship
• •Durability & Longevity
• •Authenticity
• •Expertise & Education
• •Customer Guidance
• •Community (Implicit)

Best Practices

• •Prioritize Product Knowledge: Always speak from a place of deep understanding. Use accurate terminology (e.g., "selvedge," "nep," "slub," "sanforized") correctly and explain it when necessary for a broader audience.
• •Emphasize the "Why" Beyond the "What": Don't just list features; explain the benefits of those features in terms of longevity, unique aging, comfort, and style. Focus on the experience and story of the denim.
• •Speak to the Enthusiast (Without Alienating the Novice): While your core audience might be knowledgeable, use language that is inclusive enough to welcome newcomers, guiding them rather than intimidating them with jargon.
• •Maintain an Authentic Voice: Avoid overly salesy, hyperbolic, or fast-fashion language. The tone should reflect the enduring nature and craftsmanship of the products. Honesty and passion resonate more than hype.
• •Show, Don't Just Tell (Visually and Textually): Use descriptive language that evokes the texture, weight, and feel of the denim. Pair this with high-quality visuals that highlight the details and craftsmanship celebrated in the copy.

Social Perception

Specialist Retailer, Trusted Source, Premium Offering, Knowledge Hub, Aspirational (for some)

Copy Examples

• •Fresh drop: The latest [Brand Name] 18oz 'Midnight Selvedge' has landed. Woven in Okayama, built for the journey. Discover the deep indigo character and unmatched texture in-store and online. Your next forever jeans await. #DutilDenim #RawDenim #JapaneseSelvedge #[BrandName]
• •Dutil Denim: Your Curators of Quality. Explore an unparalleled selection of raw and selvedge denim, crafted to tell your story, one wear at a time.
• •Raw vs. Sanforized: Understanding Your Denim with Dutil Experts
• •...This pair from [Brand Name] features a unique slub yarn that promises incredible fading potential. With reinforced rivets and chainstitched hems, it’s a testament to enduring craftsmanship. Expect it to mold perfectly to your form, becoming uniquely yours over years of wear.
• •Our expert, [Staff Member's Name], picks the [Jean Model] as his current favorite. 'The break-in is a journey, but the way this denim softens and fades is pure art. Perfect for anyone wanting a truly personal pair.' What's your go-to Dutil find? Share below! #DenimCommunity #StaffPick #DutilExperts