Brand Tone

classic, sophisticated, and ruggedly elegant

Brand Values

• •Quality Craftsmanship
• •Timeless Style
• •Icelandic Heritage
• •Durability and Functionality
• •Authenticity
• •Slow Fashion/Sustainability
• •Customer Service

Best Practices

• •Emphasize Heritage and Longevity: Consistently reference the brand's founding in 1996 and its connection to Icelandic traditions, especially the unique Icelandic tweed. This reinforces authenticity and experience.
• •Use Evocative Language for Materials: Describe fabrics like tweed, wool, and waxed cotton with words that convey quality, durability, and their connection to nature (e.g., "rugged," "earthy," "resilient," "finely woven").
• •Maintain a Sophisticated yet Approachable Voice: The tone should be refined and knowledgeable, but not overly formal or exclusive. It should welcome customers seeking quality and timeless style.
• •Highlight Craftsmanship and Quality: Detail the care and attention that goes into the clothing, whether it's the development of their own tweed or the selection of established quality brands they stock.
• •Connect to the Icelandic Identity (Subtly and Authentically): While an Icelandic brand, the style has strong British influences. Weave in the Icelandic connection through mentions of the landscape, the hardiness required for the climate, and the pride in local materials like their unique tweed, without overdoing "Viking" or overtly tourist-focused themes.

Social Perception

Kormákur & Skjöldur is perceived as a high-quality, reputable menswear store in Iceland, known for its classic style and unique Icelandic tweed. Customers and reviewers appreciate the durability of the clothing and the brand's connection to Icelandic heritage. It's seen as a destination for those seeking well-made, timeless pieces and a more traditional, "gentlemanly" aesthetic. The brand appears to have a loyal local following and is also recognized by tourists seeking authentic Icelandic products.

Copy Examples

• •Headline: Kormákur & Skjöldur: Enduring Style for the Modern Gentleman. Body: Crafted from the finest materials, our collections are built to last, reflecting a legacy of Icelandic heritage and timeless design. Discover pieces that speak of quality and understated confidence.
• •Headline: Icelandic Tweed: Woven from the Wild. Body: Experience the unique character of our exclusive Icelandic tweed. Sourced from local wool and spun with generations of tradition, it’s more than a fabric – it’s a piece of Iceland you can wear.
• •Headline: Beyond Trends: Clothing That Tells a Story. Body: At Kormákur & Skjöldur, we believe in style that endures. Our curated selection of menswear and accessories offers a nod to classic tailoring and rugged elegance, perfect for those who value authenticity and lasting quality.
• •Headline: The Art of Dressing Well, Since 1996. Body: For over two decades, Herrafataverzlun Kormáks og Skjaldar has been the trusted name for discerning gentlemen in Reykjavík. Step into a world of quality craftsmanship and personalized service.
• •Headline: Adventure-Ready. City-Approved. Body: From the untamed landscapes of Iceland to the demands of urban life, our apparel seamlessly blends robust functionality with sophisticated style. Dress for any occasion with Kormákur & Skjöldur.