Brand Tone

Authentic & Heritage-Driven, Conscious & Responsible, Quality-Focused & Craft-Oriented, Modern & Timeless, Informative & Transparent

Brand Values

• •Sustainability & Circularity
• •Protecting People & Planet
• •Craftsmanship & Quality
• •Innovation
• •Authenticity & Heritage
• •Inclusivity

Best Practices

• •Lead with Purpose: Always weave in the 'why' behind the brand – its commitment to sustainability, quality, and heritage. This reinforces core values in every message.
• •Emphasize Craftsmanship and Detail: Use descriptive language that highlights the quality of the denim, the unique washes, and the thoughtful design features. Avoid generic terms.
• •Be Transparent and Informative: When discussing sustainability or production, provide specific facts and figures (e.g., water saved, ethical certifications) to build trust and showcase genuine commitment.
• •Balance Heritage with Modernity: Acknowledge the rich history and Japanese roots while presenting the brand as forward-thinking and relevant to contemporary style and concerns.
• •Maintain a Confident but Humble Voice: Express pride in the brand's quality and values without being arrogant. The tone should be knowledgeable and passionate, yet approachable and inclusive.

Social Perception

Respected for Quality and Craftsmanship, Leader in Sustainable Denim, Authentic Japanese Heritage, Sometimes Overlooked by Mainstream, Trusted for Fit and Style

Copy Examples

• •Headline: Crafted for Today. Conscious of Tomorrow. Body: Experience EDWIN USA: where generations of Japanese denim artistry meet cutting-edge sustainable innovation. Jeans made to live in, and last. Call to Action: Discover Your Forever Denim.
• •Headline: Denim with a Difference. Body: We believe a great pair of jeans shouldn't cost the Earth. That's why we craft ours using 98% less water and prioritize fair wages. Look good, feel good, do good. Call to Action: Shop Sustainable Styles.
• •Headline: The Art of Japanese Denim, Reimagined in LA. Body: From the heritage of Japanese selvedge to the innovation of our Los Angeles design studio, every stitch tells a story of quality, passion, and progress. Call to Action: Explore the Collection.
• •Headline: Beyond the Blue: Values Woven In. Body: EDWIN USA is more than a label. It’s a commitment—to timeless style, ethical production, and a cleaner planet. Wear your values. Call to Action: Learn Our Story.
• •Headline: Built to Last. Designed with Integrity. Body: Our jeans are an investment in enduring quality and responsible craftsmanship. Discover denim that gets better with every wear, and every year. Call to Action: Find Your Perfect Fit.