Brand Tone

Confident & Bold, Premium & Craft-Oriented, Street-Smart & Trendy, Irreverent & Playful, Authentic

Brand Values

• •Quality & Craftsmanship
• •Authenticity & Heritage
• •Individuality & Self-Expression
• •Irreverence & Boldness
• •Exclusivity & Collectibility

Best Practices

• •Embrace the Heritage, but Speak to Now: Always nod to the Japanese craftsmanship and Osaka roots, but frame it within a contemporary, fashion-forward context. Avoid sounding like a history lesson; instead, make the heritage feel alive and relevant.
• •Confidence is Key, Not Arrogance: The tone should be self-assured and bold, reflecting the iconic status of the brand and its distinctive designs. However, avoid language that could be perceived as overly boastful or exclusionary, unless intentionally playing with a very specific "irreverent" angle for a targeted sub-line.
• •Use Vivid, Quality-Focused Language: Words like "premium," "selvedge," "hand-painted," "crafted," and "meticulous" reinforce the quality value. Connect these to the sensory experience of the denim.
• •Stay Connected to Street Culture (Authentically): When targeting younger audiences or promoting streetwear lines (like Evisukuro), use language that resonates with Gen Z and Millennial street style, but ensure it feels genuine to EVISU's established "cool" rather than forced. This includes leveraging collaborations and UGC effectively.
• •Maintain the "Irreverent Twist": Where appropriate, inject a sense of playfulness, wit, or a "tongue-in-cheek" attitude. This helps differentiate the brand and reinforces its unique personality. The "Make the rules" tagline from a past campaign is a good example of this spirit.

Social Perception

Iconic & Cult Status, Premium & High Quality (with caveats), Fashion-Forward & Trendy, Expensive, Concerns about Dilution/Direction, Ethical Concerns

Copy Examples

• •Headline: EVISU: Unmistakably You. Since 1991. Body: Crafted, not just made. Our denim is a testament to Japanese artistry and your individuality. Wear the icon. Make the rules.
• •Social Media Post (Image: Model in bold Evisukuro outfit): Caption: Level up your street game. The new Evisukuro drop is here – blending heritage cool with future vibes. Don't just follow trends, set them. #EVISU #Evisukuro #StreetwearGods 🔥
• •Product Description (for a classic hand-painted selvedge jean): Each hand-painted seagull tells a story. A story of Osaka craftsmanship, premium selvedge denim, and a legacy of irreverent style. These aren't just jeans; they're a collector's piece. Own a legend.
• •Campaign Slogan: EVISU. Raw. Real. Revolutionary. Short Ad Copy: Forget the ordinary. EVISU denim is for those who dare. Experience the art of Japanese denim, reimagined for today's iconoclast. What's your statement?
• •Instagram Story (Series of quick cuts showing details of a new jacket, ending with the EVISU logo): Text Overlay 1: Details that demand attention. Text Overlay 2: Quality you can feel. Text Overlay 3: Style that speaks volumes. Text Overlay 4: EVISU. Authentically Different.