Brand Tone

Authentic, Sustainable, Exclusive, Stylish, and Confident

Brand Values

• •Sustainability
• •Individuality & Uniqueness
• •Quality & Craftsmanship
• •Ethical Practices
• •Timeless Style

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (Authentic, Sustainable, Exclusive, Stylish, Confident), key messaging points (uniqueness, sustainability, vintage Levi's base), and specific words/phrases to use or avoid. This ensures everyone writing for the brand is aligned.
• •Always Emphasize Core Values: Weave sustainability, uniqueness, and ethical craftsmanship into all communications, from product descriptions to social media posts. For example, consistently mention "reworked vintage Levi's," "sustainably sourced," or "zero-waste process."
• •Be Transparent About the Product: Clearly communicate the "MADE TO ORDER" nature and the inherent variations in vintage, reworked items. Frame this as a positive aspect of owning a unique piece, managing expectations while reinforcing authenticity.
• •Use Storytelling: Share the journey of a pair of jeans – from being a vintage Levi's piece to its transformation by Jean Vintage. This reinforces the "nostalgic" and "authentic" elements of the brand and connects with customers on an emotional level.
• •Maintain Visual and Textual Cohesion: Ensure the tone of the copy aligns with the visual aesthetic of the website and social media. The images of stylish, unique denim should be complemented by copy that is equally confident, authentic, and conscious of its premium, sustainable positioning.

Social Perception

Eco-conscious consumers would likely perceive Jean Vintage positively due to their strong emphasis on sustainability and ethical practices. Fashion-forward individuals seeking unique, statement pieces would be drawn to the brand's customized and exclusive nature. The association with Selfridges enhances this perception. Vintage enthusiasts would appreciate the sourcing of genuine vintage Levi's and the craftsmanship involved in reworking them. There's a general growing appreciation for vintage denim due to its durability, unique fades, and reduced environmental impact, which benefits Jean Vintage. The "MADE TO ORDER" nature and the disclaimer about variations mean customers likely understand they are purchasing a unique item, which can be a strong positive, but also requires managing expectations regarding the final product's appearance compared to online images.

Copy Examples

• •Headline: Reclaimed. Reimagined. Radically You. Jean Vintage: Own a Piece of Denim History, Sustainably Restyled. Body: We don't just sell jeans; we resurrect legends. Each pair of Jean Vintage denim begins as iconic Levi's, hand-picked for its unique character. Then, our artisans get to work, transforming timeless quality into a one-of-a-kind statement. Wear the change. #JeanVintage #SustainableStyle #VintageReimagined
• •Headline: Selfridges Exclusive: Jean Vintage – Where Heritage Denim Gets a Second Life. Body: Discover the artistry of upcycled denim. Jean Vintage, proudly part of Selfridges' Project Earth, offers meticulously reworked vintage Levi's. No two pairs are the same. Just like you. Find your perfect imperfect match. #JeanVintageDenim #ExclusiveVintage #EthicalFashion
• •Headline: SEXY. NOSTALGIC. SUSTAINABLE. That’s the Jean Vintage Promise. Body: Feel the allure of denim that tells a story. Our vintage Levi's are reborn, blending iconic style with a future-friendly ethos. Every stitch, every fade, every custom touch is designed for the conscious individual who refuses to compromise on style or values. #VintageLevisReworked #ConsciousLuxury #JeanVintage
• •Headline: Beyond Trends: Invest in Timeless Denim with a Conscience. Body: Fast fashion fades. True style endures. At Jean Vintage, we transform pre-loved Levi's into bespoke treasures that are as unique as your journey. Expect variations – it's the mark of authentic vintage, lovingly recreated just for you. Embrace sustainable, statement denim. #MadeToOrderVintage #JeanVintageUK #UniqueDenim
• •Headline: Your Denim Should Be As Original As You Are. And Kind to the Planet Too. Body: Why blend in when you were born to stand out? Jean Vintage sources the soul of classic Levi's and infuses it with contemporary design and sustainable practices. From hand-selected washes to zero-waste customisation, wear a piece that’s rich in history and light on the earth. #ReworkedDenim #SustainableLuxury #JeanVintageStyle