Brand Tone

minimalist, confident, and curatorial; direct and product-focused with a "less is more" approach

Brand Values

• •Curation
• •Authenticity and Nostalgia
• •Exclusivity
• •Quality

Best Practices

• •Prioritize the Product: Always make the product the hero. The copy should be secondary to the item itself. Use minimal, direct language and let high-quality visuals do the heavy lifting.
• •Maintain a Curatorial Voice: Use words like "Curated," "Selected," "The Archive," and "Collection" to reinforce the brand's role as an expert editor of vintage fashion. Avoid generic retail terms like "Sale" or "Discount."
• •Be Factual and Concise: Stick to essential information in social media captions: name, era, size, and availability. This builds trust and reinforces the confident, no-frills brand identity.
• •Embrace Minimalism Across All Channels: The clean, uncluttered aesthetic of the website and Instagram should be reflected in all written communications, including emails and any potential future ad campaigns. Use ample white space and a simple, classic font.
• •Let Collaborations Tell a Story: When partnering with other brands, use the copy to explain *why* the collaboration makes sense. Focus on shared values—like a commitment to quality, a specific aesthetic, or cultural significance—to strengthen the brand's position.

Social Perception

highly respected and influential vintage source with a cult following. Perceived as a specialist or archivist for rare and unique pieces that blend well with modern fashion.

Copy Examples

• •1994 Sonic Youth 'Experimental Jet Set' Tour Tee. Size L. Made in USA. Available online. #electricland_tokyo #vintagesonicyouth #90smusic #vintagetee
• •The Uniform. A curated selection of enduring American staples from the 80s and 90s. Built to last then, ready for now.
• •This week's curation. Now available at Electricland Tokyo.
• •90's Champion Sweatshirt. The perfect fit.
• •Electricland Tokyo x [Brand Name]. A shared appreciation for quality and design. Limited collection available [Date]. #electricland_tokyo #[BrandName]