Brand Tone

Authentic/Raw, Confident/Bold, Community-Centric (within skate culture), Street-Smart/Edgy, Modern/Stylish

Brand Values

• •Authenticity: Deeply rooted in genuine skate culture and the personal experiences of its professional skater founders.
• •Skateboarding Core: Demonstrates a profound commitment to the skateboarding scene, its riders, and the encompassing lifestyle.
• •Quality/Performance: Implied through its offering of durable skateboard hardware and its collaborations with reputable brands known for performance, such as Adidas Skateboarding and Spitfire. Products are described as "high-quality."
• •Community/Brotherhood: Founded on the friendship of Tyshawn Jones and Na-Kel Smith, this value extends to their team riders and the broader customer base.
• •Self-Expression/Boldness: Encourages individuality and a confident outlook, evident in their product designs and marketing campaigns (e.g., the "What Will You Fight For?" video).

Best Practices

• •Speak the Language of Skate: Use authentic skate terminology and slang naturally and appropriately, demonstrating a genuine understanding of the culture without appearing forced.
• •Prioritize Visual Storytelling: Let high-quality, raw, and action-oriented photos and videos of skateboarding convey much of the brand's narrative, reflecting its street origins and skater-driven ethos.
• •Highlight the "Crew" and Community: Regularly feature team riders, collaborations, and stories from the community. Emphasize the "family" aspect and the collective passion for skateboarding.
• •Maintain an Edge, Avoid Corporatespeak: Keep the language direct, confident, and infused with a bit of streetwise grit. Steer clear of overly polished or generic marketing jargon that would feel inauthentic to the core skate culture.
• •Ensure Consistency Across All Channels: Whether it's a product description on the website, an Instagram caption, or a YouTube video title, the fundamental brand tone (authentic, confident, street-smart) should be clear, consistent, and resonant.

Social Perception

Respected within the Skate Community, Cool & Fashionable, Legitimate & High Quality, Aspirational, Exclusive/Sought-After

Copy Examples

• •Headline: NYC Born. Street Forged. Hardies Built. Body: From the five boroughs to every spot worldwide. Our gear doesn't just talk the talk, it slams the pavement. Built by skaters, for skaters. This is Hardies. #HardiesHardware #NYCSkate
• •Headline: Lock In. Go Hard. Body: Don't let loose bolts kill your session. Hardies hardware keeps you tight when it matters most. Engineered for the impact. Trusted by the crew. What are you waiting for? #SkateHardware #RideHardies
• •Headline: More Than Hardware. It's a Statement. Body: Every piece of Hardies is a piece of the street. Rock the fist, rep the culture. From our block to yours. Join the movement. #HardiesApparel #StreetwearCulture
• •Headline: The Crew Rolls Deep. So Should Your Style. Body: Tyshawn. Nakel. The whole Hardies squad lives it. Gear up with the same authentic threads and unbreakable hardware that run these streets. Real recognizes real. #HardiesFAM #SkateLife
• •Headline: Don't Just Skate. Dominate. Body: Out here, every detail counts. Hardies delivers the grit, the style, and the resilience you need to own your spot. Inspired by the concrete, demanded by the best. #HardiesHardware #SkateboardingIsLife