Brand Tone

curated, knowledgeable, and effortlessly cool; confident and understated

Brand Values

• •Quality and Design Excellence
• •Authenticity and Heritage
• •Community and Tradition
• •Cultural Curation

Best Practices

• •Lead with Quality, Not Just Trends: Copy should always emphasize the craftsmanship, materials, and heritage of the products. Use descriptive words like "durable," "timeless," "crafted," and "authentic."
• •Maintain a Knowledgeable Voice: Write as an expert curator. Briefly explain what makes a product special—whether it's the fabric, the brand's history, or its iconic status. This builds trust and authority.
• •Keep it Clean and Understated: Avoid overly aggressive sales language, excessive emojis, or slang that doesn't fit the brand. The tone should be confident but calm, reflecting the minimalist aesthetic.
• •Connect with the Community: Reference the Coimbra location and the brand's history when appropriate. This grounds the brand and reinforces its value of tradition and local presence.
• •Ensure Visual and Textual Cohesion: All copy should match the high-quality, clean, and often minimalist photography used on the website and social media. The words and images must tell the same story of curated, effortless style.

Social Perception

Gang of Four is perceived as a premier destination in Coimbra for high-quality, international streetwear and contemporary fashion. It is seen as a stylish and fashionable shop with a well-curated selection. The long-standing physical presence and loyal customer base suggest it is viewed as reliable, trustworthy, and an integral part of the local commercial fabric, supporting both global and local design.

Copy Examples

• •Built to last. The new Detroit Jacket from Carhartt WIP is an icon of durability and timeless style. Crafted from organic cotton Dearborn Canvas, it’s a piece you don’t just wear, you live in. Available now in-store and online. #GangofFour #CarharttWIP #BuiltToLast #Coimbra
• •Since 2005, we've believed in style with substance. At Gang of Four, we curate pieces defined by quality and design, not by hype. Discover brands with a story. Visit us in the heart of Coimbra or explore the full collection online. #GangofFourCoimbra #QualityOverQuantity #Since2005
• •The Autumn/Winter '25 Collection. Considered layers, enduring fabrics, and timeless design. Curated for the season ahead.
• •A Classic, Reimagined: The Fred Perry Collection + An Offer for Our Subscribers
• •Your destination for authentic streetwear in Coimbra. Stop by and say hello. R. Visc. da Luz 72. #GangofFour #Coimbra #ShopLocal