Brand Tone

authentic, deliberate, and understatedly confident

Brand Values

• •Commitment to Quality
• •Timeless and Enduring Style
• •Subtle Personal Expression
• •A Deeper "Feeling"

Best Practices

• •Lead with the 'Why': Always start by explaining the thought and intention behind a product. Don't just list features; tell the story of why a particular fabric was chosen or why the silhouette was cut a certain way.
• •Use Sensory and Tactile Language: Incorporate words that evoke feeling and touch. Phrases like 'lived-in feel,' 'soft-draped fabric,' 'durable twill,' and 'subtle embroidery' connect the customer to the physical experience of the clothing.
• •Maintain a Confident, Calm Tone: Avoid excessive hype, exclamation points, and aggressive sales language. The copy should be as understated and self-assured as the clothing itself. Let the quality of the product speak for itself.
• •Emphasize Timelessness Over Trends: Frame the products as long-term additions to a wardrobe, not as fleeting seasonal items. Use words like 'staple,' 'foundation,' 'classic,' and 'made to last' to reinforce the brand's value of longevity.
• •Keep it Personal and Authentic: Continue to leverage Shuhei Uesugi's personal involvement. Use 'we' or even 'I' (when appropriate, as in a direct quote or blog post from him) to maintain the sense that there is a real person with a distinct vision behind the brand. This personal connection is a key differentiator.

Social Perception

Niche and Fan-Oriented; Perceived as High-Quality and Exclusive; Appreciation for Authenticity

Copy Examples

• •The hoodie, reconsidered. We spent a year perfecting the weight and drape of this fabric. Pigment-dyed for a lived-in feel from the very first wear. It is more than a hoodie; it is a staple, made to last. Available now. #FEELS #SeeTheUnseen
• •Our Classic Straight-Leg Trouser. Cut from a durable, yet soft cotton twill, this pant is designed for a life in motion. We obsessed over the silhouette a clean, straight line that pairs with anything. Finished with a subtle embroidered logo at the hip. A timeless foundation for your wardrobe.
• •Subject: The Linen-Blend Blouson. | We wanted to create a jacket that felt like a second skin. Something light enough for spring evenings, but substantial enough to feel like a real garment. The result is our new blouson, crafted from a linen-blend that breathes and moves with you. We chose a wider, shorter cut for a modern silhouette. We think you ll feel the difference.
• •You asked. We listened. A limited run of our original logo T-shirts is back in stock. The same quality, the same considered fit. Get yours before they re gone again. [Link to shop]
• •FEELS. started from a simple idea: to make clothes that we genuinely want to wear. Garments that feel as good as they look, with a focus on timeless design and uncompromising quality. Each piece is a reflection of our belief that true style is about feeling comfortable and confident in your own skin. It's about seeing the unseen details that make a piece of clothing truly special.