Brand Tone

aspirational, edgy, and fashion-forward

Brand Values

• •Individuality and Originality
• •Urban Modernity
• •Contemporary Style

Best Practices

• •Embrace the "Urban Explorer" Narrative: All copy should reflect the idea of navigating, conquering, or "taming" the urban environment. Use words like "metropolis," "concrete jungle," "urban," and "cityscape" consistently.
• •Maintain a Confident and Edgy Voice: Use strong, active verbs and declarative sentences. The tone should be self-assured and slightly rebellious, avoiding overly playful or formal language.
• •Focus on Individuality: Frame products as tools for self-expression. Highlight unique design features and how they allow the wearer to stand out.
• •Use a Clean, Modern Aesthetic: Ensure all visuals (photography, web design) are high-quality, reflecting the contemporary and often minimalist-but-bold style of the clothing.
• •Keep it Aspirational but Accessible: The language should inspire a fashion-forward mindset without becoming overly abstract or alienating. Connect the high-concept inspiration (rock fashion) to tangible, everyday style for the target audience.

Social Perception

A trendy, niche apparel brand with a following in the Japanese market. Products appearing on secondhand markets indicate desirability. Perceived as current, with products associated with recent fashion collections.

Copy Examples

• •Don't just live in the city. Own it. The new 2025 collection has arrived. Tame the concrete jungle.
• •Rebelling against the mainstream. Our Zipped-Slit Baggy Denim offers a silhouette that’s both relaxed and intentional. Your new uniform for urban exploration.
• •Inspired by the unapologetic spirit of rock, built for the modern dissident. Jent Louis is more than apparel—it's an attitude.
• •How to navigate the metropolis in style. Our 2025 lookbook is your guide to mastering the urban landscape. Discover the looks that define the season.
• •Gray skies, bold statements. Our MA-1 Bomber Jacket is the only armor you need. #JentLouis #TameTheCity