Brand Tone

Irreverent & Humorous: Raunchy, witty, self-deprecating, and bold. Uses profanity and humor to create a 'messy, safe space.'

Brand Values

• •Originality & Uniqueness
• •Authenticity
• •Local Austin Culture

Best Practices

• •Embrace the Irreverence: Don't shy away from humor, wit, and a bit of profanity. The brand's strength is its rejection of the polished, corporate voice. Authenticity is key.
• •Tell a Story, Not Just a Spec: Instead of just describing the fabric, describe the attitude. Frame products around a moment, a feeling, or a funny scenario. The tone is more about the lifestyle than the garment itself.
• •Use Self-Deprecating Humor: The brand's 'About Us' page masterfully lowers the stakes with humor ('We've been the finest purveyors of embroidered crap since 2005'). This makes the brand more relatable and approachable.
• •Stay Rooted in Austin Culture: Continue to reference the unique, quirky, and independent spirit of Austin. This provides a strong sense of place and identity that resonates with both locals and tourists.
• •Create a 'You Can Sit With Us' Vibe: The copy should feel inclusive and conspiratorial, like an inside joke with the customer. Use phrases like 'Be our friend' and create a sense of a 'raunchy, messy, safe space' to foster community.

Social Perception

Seen as a 'must-visit' shop in Austin known for its unique, statement-making apparel. It is highly regarded for its creativity, fun vibe, and distinctive products that capture the local culture.

Copy Examples

• •We're not the brand that will change the world. But we'll definitely make your happy hour outfit more interesting. Welcome to the home of embroidered crap and questionable life choices.
• •Behold. A vintage pearl snap, softer than your last excuse for bailing on plans, now blessed with a cat shooting lasers from its eyes. Why? Because we can. Perfect for impressing no one at the dive bar or making your boss subtly uncomfortable on Zoom. You're welcome.
• •That 'walk of shame? more like walk of heyyyyyyyyy!' feeling. Our threads are made for stories you might not tell your mom, but you'll definitely tell us. Shop the new drop of vintage weirdness. Link in bio. #KeepItNasty #TripleZThreadz #AustinVintage
• •Your wardrobe called. It's bored.
• •Tired of dressing like a responsible adult? We feel you. Triple Z Threadz takes badass vintage western wear and embroiders the hell out of it. Find your next favorite shirt that says, 'I have a great sense of humor and a poor sense of judgment.' Shop Now and Keep Austin Weird.