Brand Tone

Authentic & Passionate, Inspired & Historically Aware, Accessible & Unpretentious, Quality-Focused & Detail-Oriented, Relaxed & Comfortable

Brand Values

• •Rewriting the Classics
• •Quality Craftsmanship
• •Originality & Authenticity
• •Accessibility & Value
• •Comfort & Wearability
• •Historical Inspiration

Best Practices

• •Anchor in "Rewriting the Classics": Consistently weave in the idea of taking historical or classic inspiration and making it modern, comfortable, and relevant for today. This is their core identity.
• •Emphasize Fabric Originality and Quality: Highlight the "secret sauce" of their in-house textile development, unique weaves (like double cloth), and the tactile feel of their garments. Use descriptive words that evoke comfort and durability.
• •Tell the "Why" - Share the Inspiration: Briefly allude to the historical context or vintage finds that inspire collections or specific pieces. This reinforces authenticity and connects with customers who appreciate a story.
• •Maintain an Accessible, Unpretentious Voice: Avoid overly technical jargon or elitist fashion language. The tone should be knowledgeable but friendly and approachable, reflecting their aim to serve the "forgotten middle."
• •Balance Heritage with Modernity: While history is key, always bring it back to contemporary relevance, fit, and how the clothes work for a modern man's lifestyle. It’s about inspired pieces, not costumes.

Social Perception

Appreciated for Style and Niche, Generally Good Quality and Comfort, Value Proposition Questions, Brand Recognition, Online Presence

Copy Examples

• •Headline: Beyond Trends. Before Chinos. There Were Grayers. Body: We dig through history, not for fleeting fashion, but for enduring style. Our latest collection starts with timeless inspiration and ends with a fit and feel that’s purely modern. Crafted with original fabrics you won’t find anywhere else, because your story is unique – your clothes should be too. Discover the new classics.
• •Headline: The Original Recipe for Relaxed. Body: Remember when comfort wasn't a compromise? We do. Grayers was born from a movement that traded stuffy suits for the ease of flannel. We're still committed to that spirit – meticulously crafting garments like our signature double cloth shirts that feel as good as they look, from the first wear to the hundredth. Experience true wearability.
• •Headline: Not Just Made. Well Made. Body: At Grayers, "good enough" isn't in our vocabulary. We're hands-on with our textiles, from development to weave, ensuring every shirt, jacket, and trouser meets our standard for quality that you can feel. It's the difference between a piece that lasts a season, and one that builds character with you. Feel the difference craftsmanship makes.
• •Headline: Inspired by the Past. Designed for Your Present. Body: We're history buffs, textile geeks, and firm believers that the best style is timeless. Grayers reinterprets iconic menswear – from vintage workwear to Ivy League staples – with a fresh perspective and an unwavering focus on fit, comfort, and original design. Wear a piece of history, reimagined.
• •Headline: For the Man Who Knows Quality (And Value). Body: You appreciate the finer details: the perfect fabric, a cut that's just right, construction that lasts. Grayers delivers enduring style and exceptional quality without the high-fashion markups. We started this for the guy who cares about what he wears but doesn't want to be burdened by it. Sound like you? Join the Grayers community.