Brand Tone

Confident, Aspirational, and Urban

Brand Values

• •Individuality
• •Quality
• •Community

Best Practices

• •Lead with "You " and "Your ": Center the copy on the customer. Instead of "Our clothes are bold ," write "Your style, bold and unapologetic ." This makes the message more personal and empowering.
• •Balance Aspiration with Authenticity: Use aspirational words like "hustle ," "grind ," and "ambition ," but keep the language direct and grounded in streetwear culture. Avoid overly corporate or generic phrasing.
• •Emphasize the "Connnection ": Use language that fosters a sense of community. Words like "movement ," "squad ," "crew ," and "join the connection " can make customers feel like they are part of an exclusive group.
• •Highlight Quality as a Statement: When mentioning product features like "heavyweight cotton " or "rhinestone details ," frame them as components of a high-status, durable, and statement-making garment, justifying the premium feel and price.
• •Use Strong, Active Verbs: Employ confident and action-oriented language. Words like "own ," "define ," "lead ," and "stand out " are more powerful and align better with the brand ’s confident tone than passive alternatives.

Social Perception

Perceived as an emerging, premium streetwear brand targeting young, fashion-conscious individuals who are active on platforms like TikTok and Instagram. It is seen as trendy, stylish, and aspirational within its niche, appealing to those interested in 'drip' culture and making a bold statement.

Copy Examples

• •The Connnection Is Real. Style That Speaks for You.
• •Built for the hustle. Designed to stand out. Our new Premium Heavyweight Hoodie is more than a look —it ’s a mindset. Limited drop. Don ’t get left behind. #JonesConnnection #Streetwear #WearYourAmbition
• •Shine like you mean it. Our signature Rhinestone Sweatsuit is crafted from premium, heavyweight cotton for ultimate comfort that doesn't compromise on style. Every detail is designed for a bold, unapologetic look. This isn't just a sweatsuit; it's your statement piece.
• •They told me to fit in. I chose to stand out. Be Unforgettable. #JonesConnnection #Drip #StreetStyle #OOTD
• •Inside: The Gear for Your Grind.