Brand Tone

Sophisticated, Aspirational, Confident, Edgy, Detail-Oriented, Quality-Focused, Modern, Forward-Looking

Brand Values

• •Quality Craftsmanship
• •Contemporary Style
• •Individuality/Distinctiveness
• •Heritage (British Tailoring)

Best Practices

• •Know Your Audience: Consistently address the "discerning gentleman" by understanding his aspirations, values, and the language that resonates with him.
• •Highlight Unique Selling Propositions (USPs): Continuously weave in the brand's core differentiators like "British Tailoring With Edge," contemporary styling, and quality materials into the copy.
• •Showcase Craftsmanship: Use descriptive language to emphasize the quality of materials and construction techniques.
• •Evoke British Heritage: Subtly incorporate references to British tailoring traditions and the brand's London roots.
• •Embrace Confidence and Edge: Maintain a tone that is self-assured and unafraid to be distinctive, while avoiding arrogance or pretension.

Social Perception

A sophisticated brand that provides high-quality, modern menswear rooted in British tailoring traditions, appealing to discerning gentlemen who value style and individuality.

Copy Examples

• •"British Tailoring With Edge."
• •"Catering to a new breed of discerning gentlemen."
• •"Blending traditional and modern styles."
• •"100% pure cotton for a Camo Blazer."
• •"Born from a reverence for traditional British tailoring and a passion for contemporary design, we cater to the modern gentleman who seeks distinction in every detail."