Brand Tone

aspirational, technical, and minimalist

Brand Values

• •Performance and Quality
• •Versatility and Modernity
• •Community and Belonging
• •Global Mindset

Best Practices

• •Lead with "Technical" and "Versatile": Always ground product descriptions in tangible performance benefits (e.g., "moisture-wicking," "4-way stretch") while simultaneously highlighting their adaptability for everyday life ("studio to street," "for a life in motion").
• •Use the Language of Community: Incorporate words like "we," "us," "unite," and "collective." Use the official social media handle @wearehouseid and hashtags like #wearehouseid to foster a sense of a unified group rather than just a customer base.
• •Maintain a Minimalist and Confident Voice: Keep copy clean, direct, and assured. Avoid overly casual slang or excessive exclamation points. The tone should reflect the premium, sophisticated nature of the brand.
• •Connect to the "Global Mindset": Subtly weave in language that speaks to a broader, cosmopolitan perspective. Use phrases like "designed for the global citizen," "your travel-ready uniform," or reference international collections like the "Shanghai Collection" to reinforce this core value.
• •Reinforce the Origin Story: Periodically reference the brand’s connection to the House Concepts gym. This story provides authenticity and credibility, explaining *why* the brand is an expert in performance apparel and justifying its premium positioning.

Social Perception

Positive, high-quality, stylish, and versatile, often compared to premium activewear brands like Lululemon. Perceived as niche and premium, with recognition growing. Influencer and community-driven, leveraging social proof for credibility and aspirational appeal.

Copy Examples

• •Engineered for Flow. Designed for Life. Introducing the 008 Seamless Collection. Experience our buttery-soft, second-skin fabric that moves with you, from your morning yoga flow to your evening unwind. Technical apparel that feels like home, wherever you are. #wearehouseid #AlwaysInMotion
• •From Studio to Street. Without a Second Thought. Your life isn't one-dimensional. Your wardrobe shouldn't be either. Shop our interchangeable collections, built with performance tech and a global mindset.
• •Tested by Trainers. Perfected for You. Born from the culture of House Concepts gym, every piece is sweat-tested for durability, fit, and performance. Stop choosing between style and function. Get the apparel that does both.
• •More Than Apparel. It's a Mindset. HOUSE iD was created for those in constant motion—chasing goals, exploring cities, and building a better self. Our collections are your uniform. Join a global community united by movement.
• •The HOUSESculpt 7/8 Legging. Your ultimate performance tool. Crafted with our proprietary HOUSESculpt™ fabric, it offers 4-way stretch and moisture-wicking properties to handle your most intense workouts. The compressive, high-rise fit provides a flattering, sculpted silhouette that stays put, empowering you to move with confidence.