Brand Tone

Passionate, Curated & Discerning, Nostalgic & Appreciative, Sustainable & Conscious, Authentic

Brand Values

• •Uniqueness & Individuality
• •Quality & Durability
• •History & Storytelling
• •Sustainability
• •Passion-Driven Curation

Best Practices

• •Emphasize Authenticity and Uniqueness: Consistently highlight that items are genuine vintage, often one-of-a-kind, and handpicked. Use phrases like 'genuine vintage,' 'rare find,' 'one-of-one,' 'hand-selected.'
• •Tell the Story of the Era: Briefly connect pieces to the style, culture, or feeling of their respective decades (e.g., '70s free spirit,' '90s grunge cool'). This adds nostalgic value.
• •Highlight Sustainability: Subtly or overtly remind customers that choosing vintage is a sustainable choice that counters fast fashion. Use terms like 'conscious fashion,' 'slow fashion,' 'wearable history.'
• •Use Passionate & Enthusiastic Language: Let the founders' love for vintage shine through. Words like 'passion,' 'treasure,' 'discover,' 'iconic' can convey this.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure that the language used in descriptions, social media captions, and all communications aligns with the vintage, curated, and slightly nostalgic visual branding seen on their website and social feeds.

Social Perception

Aim to be perceived as a go-to source for authentic, high-quality American vintage clothing, run by knowledgeable enthusiasts. Target an audience that appreciates vintage aesthetics and the sustainable aspect of thrifting. Overcome the challenge of discoverability and distinguishing themselves from the noise of similarly named but unrelated products or brands.

Copy Examples

• •Headline (Website/Social Media): 'Beyond Trends, Beyond Time. Discover Authentic American Vintage at Immortal Rags.' Body: 'Each piece in our collection is handpicked in the USA, carrying a story from the 50s, 60s, 70s, and beyond. Wear history, not just a t-shirt.'
• •Instagram Post: (Image: A close-up of a unique vintage jacket's detail) Caption: 'It's the details that tell the real story. This 70s gem isn't just sewn, it's crafted with history. Find your one-of-a-kind statement. #ImmortalRags #VintageFinds #SustainableStyle'
• •Product Description Snippet (for a 1980s band tee): 'Relive the era of epic guitar solos and iconic stadium tours with this genuine 1980s band tee. Perfectly worn-in, because true character can't be faked. Sourced with passion from the USA.'
• •TikTok Video Concept Teaser: 'Fast fashion fades. True style is Immortal. We're unboxing decades of American cool – unique vintage that tells a story. What treasures will we find today? #VintageFashion #ThriftFlip #SlowFashion #ImmortalRags'
• •Email Newsletter Subject Line: 'New Arrivals: Handpicked History Just Landed 🕰️' Body Snippet: 'More than just clothes, these are relics of American style, curated by brothers who live and breathe vintage. Explore the latest unique finds before they're gone. #WearTheStory'