Brand Tone

Proud & Passionate, Authentic & Genuine, Community-Oriented, Resilient & Determined, Approachable

Brand Values

• •Detroit Pride
• •Authenticity
• •Resilience
• •Community
• •Quality

Best Practices

• •Embrace "Detroit Speak" (Authentically): Use language and references that resonate with Detroiters. This doesn’t mean forcing slang but incorporating a genuine understanding of local culture and pride. Keep it real and relatable.
• •Focus on "Pride" and "Resilience": These are central themes. Ensure copy consistently reflects a sense of pride in the city's heritage, present, and future, as well as its characteristic determination and strength.
• •Storytelling over Selling: Share the stories of Detroit and the people who make it unique. Connect the apparel to these narratives, making the clothing a symbol of that larger story.
• •Community First: Address the audience as part of the "Detroit family." Use inclusive language ("we," "us," "our city") to foster a sense of belonging and shared identity.
• •Stay True to the "Working-Class Spirit": Keep the language grounded, honest, and unpretentious. Avoid overly corporate or flashy jargon. The tone should be approachable and reflect the authenticity the brand stands for.

Social Perception

Positive Local Recognition, Symbol of Local Identity, Association with Detroit's Spirit, Limited Broader Visibility

Copy Examples

• •Headline: Detroit Runs Deep. Wear Your Story. Body: From the heart of the Motor City, our gear is more than just clothing – it's a statement. Crafted for the resilient, the proud, the unmistakably Detroit. Shop the collection and show your grit. #IAmDetroit #DetroitPride
• •Headline: Authentic Detroit. It’s In Our Fabric. Body: We embody the working-class spirit and the never-quit attitude that defines Detroit. Every stitch tells a story of our city. Wear it loud. #DetroitStrong #MotorCityMade
• •Headline: More Than A City. It’s A Soul. I Am Detroit. Body: Feel the pulse of Detroit in every design. Our apparel is for those who carry the city's authentic spirit with them, wherever they go. This is your identity. #DetroitLove #AuthenticallyDetroit
• •Headline: Built With Detroit Determination. Body: Just like our city, we’re built on hard work and a spirit that never gives up. Gear up in apparel that speaks to your Detroit roots and unwavering pride. For the locals, by the locals. #DetroitResilience #MadeInDetroit
• •Headline: Your City. Your Colors. Your Statement. Body: I Am Detroit Clothing: Wear the pride of a city that’s iconic, authentic, and always moving forward. Find your new favorite tee and represent. #DetroitVsEverybodySpirit #TheD