Brand Tone

Heritage-focused & Authentic, Quality-driven & Craft-oriented, Classic with a Contemporary Edge (especially Gitman Vintage), Understated Confidence

Brand Values

• •American Manufacturing & Heritage
• •Quality & Craftsmanship
• •Durability & Dependability
• •Timeless Style
• •Authenticity

Best Practices

• •Emphasize Heritage Authentically: Always weave in the "Made in USA" aspect and the brand's long history, but do so in a way that feels genuine and relevant to today's customer, not just a history lesson.
• •Focus on Tangible Quality: Use descriptive language that highlights the specific details of craftsmanship, fabric quality, and construction that set Gitman apart (e.g., "double-tracked stitching," "chalk buttons," "Cambridge Oxford cloth").
• •Maintain a Confident, Not Arrogant, Voice: The quality should speak for itself. The tone should be assured and proud of the product's attributes without being boastful or overly trendy.
• •Distinguish but Connect Gitman Bros. and Gitman Vintage: While Gitman Vintage allows for more expressive and pattern-focused language, ensure it still carries the underlying values of quality and American craftsmanship associated with the core Gitman Bros. line.
• •Speak to Longevity and Timelessness: Position the shirts as investments in enduring style rather than disposable fashion. Use words that convey durability, classic appeal, and lasting value.

Social Perception

Respected & Reputable, Premium Product, Go-to for Classic Shirts, Gitman Vintage - More Fashion-Forward/Niche, Concerns about Factory Closure (Past)

Copy Examples

• •Headline: Crafted in America, Worn for a Lifetime. Body: Since 1932, Gitman has been dedicated to the art of shirtmaking. Our commitment to American craftsmanship and the finest materials means every shirt isn't just made, it's made to last. Discover the difference heritage makes.
• •Headline: The Anatomy of a Gitman Shirt. Body: From the precise double-track stitching to the feel of our signature chalk buttons, every detail in a Gitman shirt is considered. We use time-honored techniques and superior fabrics to create a garment that’s as dependable as it is stylish. Experience true quality.
• •Headline: Gitman Vintage: Yesterday's Archives, Today's Style. Body: Inspired by our rich past, Gitman Vintage reinterprets classic patterns and fabrics for the modern wardrobe. Each piece is a nod to our history, crafted with the same American-made quality you expect, designed for today. Wear a piece of history.
• •Headline: Beyond the Trend: Enduring Style, American Made. Body: Fads fade, but true style endures. Gitman shirts are built on a foundation of quality, comfort, and classic design. Proudly made in the USA, they are an investment in timeless appeal.
• •Headline: More Than a Shirt. It's a Gitman. Body: For generations, we’ve obsessed over shirting. This dedication is woven into every fiber, every seam. When you choose Gitman, you're choosing unparalleled American craftsmanship and a legacy of quality. Feel the difference.