Brand Tone

bold, irreverent, and confident

Brand Values

• •Craftsmanship and Quality
• •Authenticity and Passion
• •Confidence and Individuality
• •Culinary Culture

Best Practices

• •Lead with Confidence: Use strong, declarative sentences. Avoid passive language. The brand is about empowerment, and the copy should reflect that (e.g., "Confidence is King," "This is armor").
• •Embrace the Niche: Speak directly to chefs, bartenders, and culinary professionals. Use industry-insider language ("front of the house," "back of the house") to build authenticity and show you understand their world.
• •Tell the Story of Craftsmanship: Always highlight the "how" and "who." Mention that pieces are handmade, designed by Javier, and made in the Texas studio. This justifies the premium price and reinforces the value of quality.
• •Balance Irreverence with Professionalism: While the name "FoodWhore" is edgy, the product descriptions should focus on the serious quality, passion, and artistry that go into each item. The name gets their attention; the quality is what sells.
• •Create a Sense of Scarcity and Exclusivity: Emphasize that items are custom, made-to-order, or part of small batches. This appeals to a customer base that values individuality and is willing to invest in unique pieces. Phrases like "one of a kind" and "before they're gone" are effective.

Social Perception

Positive among its niche audience, seen as high-quality, custom-order, and having a unique and "wild" aesthetic. Perceived as authentic, designer-led, and catering to a premium market with bold taste.

Copy Examples

• •Confidence is King. Designed by Javier. Cut from a single hide. Built by hand in our San Antonio studio. This isn’t just a jacket; it’s armor for the urban culinary warrior. Wear it in the kitchen, on the street, or wherever your passion takes you. #LAFoodWhore #HandmadeLeather #ChefLife #CulinaryStreetwear
• •Your Bar. Your Rules. Your Apron. Stop wearing boring. Our "El Cartel" apron is built from 15 oz. Japanese selvedge denim with leather accents for those who take their craft seriously. Durable enough for the longest shift and stylish enough for the after-hours hustle. #TheFoodwhoreCompany #BartenderLife #CustomApron
• •A Tribute to Tradition. Inspired by the elote man of South Bay LA, the "Masa Life" guayabera is our salute to the hustle. Made with globally sourced textiles and modern tailoring, it’s a wearable story of flavor and heritage. Proudly designed and made for the modern connoisseur. #GuayaberaKing #Handmade #CulinaryCulture
• •Back in the Studio: What’s Javier Making Now? You know we don’t do mass production. You know every piece has a story. We’re back in the studio creating our next small batch of guayaberas and denim jackets. Check out our latest designs before they’re gone—you won’t see them anywhere else. #DivideAndConquer #LAFoodWhore
• •For the Love of the Grind. From dishwasher to designer, our founder Javier Trevino has lived every part of the service industry. That’s why The FoodWhore Company exists: to create durable, stylish gear for the unseen hours, the relentless passion, and the people who make it all happen. This is clothing with a story, made for your story.