Brand Tone

Confident & Iconic, Cool & Street-Smart, Authentic & Timeless, Inclusive & Diverse, Understatedly Stylish

Brand Values

• •Heritage & Legacy
• •Authenticity
• •Quality Craftsmanship
• •Cultural Connection
• •Self-Expression & Individuality
• •Timeless Style

Best Practices

• •Embrace the Heritage: Regularly weave in elements of Kangol's rich history and its British roots blending with NYC street culture. Use terms like "iconic," "legacy," "authentic," and "since 1938" where appropriate.
• •Speak the Language of "Cool": Adopt a confident, yet understatedly cool tone. Connect with the music (especially hip-hop) and art scenes that Kangol is part of, but avoid trying too hard or using fleeting slang. The cool is inherent, not forced.
• •Highlight Timelessness Over Trends: While acknowledging contemporary style, emphasize that Kangol products are enduring classics. Focus on how they allow for individual expression rather than just following the latest fad.
• •Maintain Authenticity: Be genuine in your messaging. Kangol's reputation is built on its authentic connection to various subcultures and its consistent quality. The copy should reflect this honesty and straightforwardness.
• •Show, Don't Just Tell, Diversity: Ensure imagery and language implicitly reflect the diverse range of people who wear Kangol. The copy should feel inclusive and speak to a broad audience that appreciates individuality and style.

Social Perception

Iconic & Classic, Culturally Significant, Good Quality, Fashionable & Versatile, Nostalgic, Ageless Appeal

Copy Examples

• •Headline: Born in Britain. Raised on the Streets of NYC. Worn by Originals Worldwide. Body: Kangol isn't just a hat. It's a piece of history, a mark of authenticity. Find your icon.
• •Headline: The Rhythm of the Street. The Kangol Beat. Body: From hip-hop pioneers to today's innovators, the Kangol sound is unmistakable. Own the legacy. Wear the vibe.
• •Headline: Style That Speaks Volumes. Without Shouting. Body: True confidence is quiet. Our timeless designs are crafted for those who define their own look. Express yourself. Unmistakably Kangol.
• •Headline: More Than a Hat. It's a Kangol. Body: Decades of heritage. Unwavering quality. The enduring symbol of street-born style. Join the legacy.
• •Headline: Fresh Since '38. Still Defining Cool. Body: Some things never go out of style. Kangol blends classic craftsmanship with the pulse of today. Discover the new wave of iconic.