Brand Tone

Exclusive and Aspirational, Minimalist and Sophisticated, Mysterious and Intriguing.

Brand Values

• •Uncompromising Quality
• •Individuality and Self-Expression
• •Exclusivity
• •Modern Engineering and Design

Best Practices

• •Embrace "Less is More": Use concise, powerful language. Avoid unnecessary adjectives and adverbs. Let the product and the visuals speak for themselves, with the copy providing a sharp, definitive statement.
• •Maintain a Unified Vocabulary: Create a list of "on-brand" and "off-brand" words. For HVNDRED, on-brand words might include "Engineered," "Bespoke," "Limited," "Signature," and "Essential," while off-brand words could be "Cute," "Awesome," "Deal," or "Sale."
• •Speak to the Individual, Not the Masses: Write as if addressing a single, intelligent customer who appreciates quality. Use "you" and "your" to create a personal connection, but maintain a respectful and sophisticated distance. Avoid overly familiar or casual language.
• •Tell Stories of Craftsmanship: Instead of just listing features, describe the process, the materials, and the design philosophy. Explain why a product is exceptional. For example, detail the origin of the fabric or the hours of labor invested in a single item.
• •Let Scarcity Drive the Narrative: Consistently reinforce the limited nature of your products in your copy. Use phrases like "Limited Edition," "Numbered Pieces," "One of 100," or "Private Release" to enhance the perception of value and urgency.

Social Perception

Niche and Cult-Like Following, High-End and Investment-Worthy, Authentic and Design-Led.

Copy Examples

• •Engineered for the few. Designed without compromise. The Winter '25 collection is now available to members.
• •HVNDRED. A new measure of craftsmanship. Access by inquiry only.
• •We don't follow the rules; we define them. HVNDRED was founded on the principle that true style is a form of rebellion. We create singular pieces for discerning individuals.
• •The 'Nomad' Jacket. Constructed from Japanese selvedge denim and finished with Italian hardware. Limited to 100 numbered pieces. A statement of permanence in a world of the temporary.
• •Your access is granted. For the next 48 hours, the HVNDRED portal is open. This is your opportunity to acquire what others cannot.