Brand Tone

authentic, passionate, and stylishly conscious

Brand Values

• •Quality and Curation
• •Sustainability
• •Individuality and Creativity
• •Customer Experience

Best Practices

• •Emphasize Uniqueness and Story: Highlight what makes each vintage or upcycled piece special – its origin, its transformation, its potential new life.
• •Focus on Quality and Care: Consistently mention the curation process – personal selection, washing, repairing, and ironing – to reinforce the "like new" feel.
• •Champion Sustainability Naturally: Weave in the message of sustainable fashion as an inherent benefit of choosing vintage and upcycled clothing, rather than a standalone lecture.
• •Use Evocative and Passionate Language: Words like "treasure," "discover," "reimagine," "handpicked," and "one-of-a-kind" convey the brand's enthusiasm and the special nature of the items.
• •Maintain a Stylish and Slightly Elevated Voice: While friendly and approachable, the language should reflect the quality and curated nature of the fashion, appealing to a style-conscious audience.

Social Perception

destination for high-quality, stylish vintage clothing. Customers appreciate the careful selection and preparation of garments, making them feel like new. The brand is seen as a sustainable fashion choice

Copy Examples

• •This isn't just vintage. This is Just Waldo. Discover pieces with a past, reimagined for your future.
• •Unearth your next style story. Our curated vintage collection is handpicked, lovingly restored, and waiting to be rediscovered by you.
• •Sustainable style, singular statement. Explore our upcycled collection – vintage redefined with a bold, modern twist.
• •Why buy new when you can own a piece of history? At Just Waldo, the treasure hunt is done for you. Quality vintage, ready to wear.
• •More than just clothes, they're conversations. Each Just Waldo piece is selected for its character and timeless appeal.