Brand Tone

authentic, expert, and relaxed

Brand Values

• •Quality and Durability
• •Sustainability
• •Authenticity
• •Expertise and Service
• •Community and Relationships

Best Practices

• •Educate, Don't Just Sell
• •Use a Confident and Assured Vocabulary
• •Emphasize Longevity Over Trends
• •Adopt a Welcoming and Personal Tone
• •Showcase the "Why" Behind the Brands

Social Perception

Highly positive, perceived as a unique and valuable retail destination and a clear alternative to mainstream fashion. Appreciated for its curated selection of high-quality, often hard-to-find brands, and the expertise, friendliness, humor, and competence of its staff. Seen as a destination for fashion enthusiasts and those who appreciate quality craftsmanship, rather than just a shop.

Copy Examples

• •Beyond the Blue: Denim That Tells a Story. Forget fashion that fades. At Jeanswerk, we believe in denim that endures. Discover raw, selvedge, and heritage jeans from the world's finest makers. Crafted to last, designed to become a part of you. Find your forever pair in St. Gallen.
• •Built for the Journey. Not the Landfill. Our shelves are stocked with boots and apparel that stand the test of time. We choose brands that value craftsmanship over trends. From rugged Red Wing boots to timeless jackets, invest in quality that walks with you.
• •Relax. We Know Our Jeans. Step into our store in the heart of Old Town, leave the noise behind, and let's talk denim. No pressure, no rush. Just expert advice, a curated collection of authentic brands, and perhaps a glass of whiskey. The perfect fit is waiting.
• •This Isn't Fast Fashion. It's Heritage in the Making. We don't follow trends; we honor tradition. Our collection features brands with a legacy of quality, some over a century old. These are the pieces you'll wear for years, each one gaining character and history along the way.
• •More Than a Store. A St. Gallen Institution. Since 2012, Jeanswerk has been the destination for those who seek the authentic and the well-made. We're proud to share the stories behind our products and build a community around a shared passion for quality. Come in and experience the difference.