Brand Tone

Aspirational, Confident, and Modern.

Brand Values

• •Quality and Craftsmanship
• •The "Perfect Fit"
• •Accessible Luxury
• •Empowerment and Confidence
• •Individuality

Best Practices

• •Use Powerful, Active Verbs: Employ strong, action-oriented words like "engineer," "craft," "lead," "elevate," and "define." This reinforces the brand's confident and powerful persona.
• •Focus on "The Why," Not Just "The What": Instead of only describing a product's features (e.g., "stretch fabric"), explain the benefit and feeling it provides (e.g., "confidence in every step," "freedom to move"). This connects back to the core value of empowerment.
• •Maintain a Minimalist Language: Just like the visual aesthetic, the copy should be clean, direct, and sophisticated. Avoid slang, overly casual language, or cluttered sentences. Every word should serve a purpose.
• •Emphasize Exclusivity and Aspiration: Use language that makes the customer feel part of a select group. Phrases like "The new standard," "For the modern man," and "Join the icons" create a sense of belonging and aspiration.
• •Be Consistent Across All Channels: The confident, aspirational tone must be present everywhere, from the website's FAQ page to automated email responses and social media replies. This builds a cohesive and recognizable brand identity.

Social Perception

The perception of ICON. AMSTERDAM is sharply divided. Positively, it's seen as a trendy, fast-growing leader in men's streetwear known for stylish designs and quality products. Negatively, a significant portion perceives the brand as untrustworthy and frustrating due to severe customer service issues, difficult return processes, and recent allegations surrounding the founder, which have severely damaged its credibility.

Copy Examples

• •Engineered for ambition. The Dante Overshirt isn’t just a layer; it’s a statement. Crafted for the man who leads, not follows. #IconAmsterdam #LeadThePack
• •The Perfect Fit is Not a Myth. It’s Our Promise. Discover trousers that blend unparalleled comfort with a tailored edge. Elevate your everyday.
• •Your Upgrade Has Arrived | The Art of Style & Substance
• •Beyond Trends. Beyond Compare. Welcome to the new standard in menswear—where quality, fit, and confidence are woven into every fiber.
• •Meet the icon of your wardrobe. Our signature trousers are meticulously crafted from a premium stretch fabric that moves with you. Designed in Amsterdam for a life in motion, they offer a flawless fit from the boardroom to the bar. This isn't just clothing; it's confidence you can wear.