Brand Tone

Authentic & Heritage-Driven, Cool & Streetwise, Iconic & Timeless, Confident & Expressive, Approachable (on social media)

Brand Values

• •Heritage & Craftsmanship
• •Cultural Fusion & Influence
• •Innovation
• •Quality
• •Self-Expression & Individuality

Best Practices

• •Embrace the Heritage: Consistently weave in elements of Kangol's rich history and British-New York cultural fusion story. Use phrases like "Since 1938," "Born British, Raised in NYC," "An Icon Since..." to reinforce longevity and authenticity.
• •Speak the Language of "Cool": Use confident, concise, and slightly edgy language. Avoid overly formal or generic phrasing. Infuse a sense of streetwise attitude that aligns with its hip-hop and cultural connections.
• •Highlight Iconic Status & Versatility: Regularly reference iconic styles (e.g., 504, Bermuda Casual) and showcase their timeless appeal across different subcultures and generations. Emphasize how Kangol hats are a means of self-expression.
• •Visual Storytelling Alignment: Ensure copy complements the visual identity—which is often bold, stylish, and features diverse individuals. The words should evoke the same feeling as the images.
• •Maintain Authenticity, Avoid Over-Hyping: While confident, the tone should remain grounded in its authentic heritage and quality. Avoid excessive marketing jargon or claims that feel inauthentic to a brand with such a strong existing legacy. Focus on the intrinsic value and cultural significance.

Social Perception

Iconic and Recognizable, Strong Association with Hip-Hop Culture, Timeless Style, Quality Headwear, Fashion Staple for Many, Nostalgic, Varying Perception in some markets

Copy Examples

• •Headline: From British Roots to Global Streets. Kangol: Wear Your Story. Body: Since 1938, Kangol has defined headwear. More than just a hat, it's a piece of history, an icon of street culture, and a mark of individual style. Find your classic.
• •Headline: The Original. The Icon. The Kangol. Body: Worn by legends, adopted by movements. The Kangol hat isn't just made; it's crafted with a legacy. Own the authentic.
• •Headline: Street Certified. Globally Recognized. Body: From the boroughs of NYC to fashion capitals worldwide, Kangol is the signature of streetwise cool. Express yourself. Make your statement.
• •Headline: Timeless Styles. Modern Edge. Body: Our heritage designs meet contemporary fashion. Whether it's the iconic 504 or the legendary Bermuda Casual, discover the Kangol that speaks to your generation.
• •Headline: Beyond Fashion. It's a Cultural Fusion. Body: Kangol blends British heritage with the raw energy of hip-hop and cutting-edge street style. This isn't just a hat, it's a piece of culture. Join the legacy.