Brand Tone

Confident & Assertive, Authentic & Rooted, Inspirational & Empowering, Community-Focused, Street-Smart & Edgy

Brand Values

• •Leadership & Individuality
• •Authenticity
• •Community & Mentorship
• •Heritage & Chicago Pride
• •Quality & Craftsmanship
• •Resilience & Perseverance
• •Inspiration & Creativity

Best Practices

• •Embody "Lead Never Follow": Ensure this core mantra is not just a tagline but is woven into the narrative of empowerment, individuality, and self-direction in your copy.
• •Speak with Confidence, Not Arrogance: The tone should be assertive and self-assured, reflecting the brand's status, but remain inclusive and inspirational rather than exclusionary.
• •Anchor in Authenticity & Chicago Roots: Regularly reference Chicago culture, landmarks, or the city's spirit in a genuine way. Highlight the brand's heritage and journey.
• •Prioritize Storytelling over Selling: For collaborations and key pieces, tell the story behind the design – the inspiration, the message, the connection to community or values. This reinforces the "more than a brand" perception.
• •Maintain a Consistent Voice Across Platforms: While the style might adapt slightly (e.g., more brevity on Twitter), the core tone – confident, authentic, inspirational, street-smart – should be recognizable whether it's an Instagram caption, a website "About Us" page, or a product description.

Social Perception

A Cultural Icon in Chicago, Authentic and Credible, More Than Just a Clothing Store, A Trendsetter, Supportive of the Community, High Quality

Copy Examples

• •Define your own lane. The new [T-Shirt Name] Tee just dropped. Crafted for the ones who write their own story. Chicago made. Globally inspired. #LeadNeverFollow #LDRS1354 #StreetwearChicago
• •LDRS1354: Beyond a brand. It's a mindset. Since 2002, we've championed the spirit of individuality. This isn't just clothing, it's your statement. Lead. Never Follow.
• •Locked in with [Collaborator Brand]. This one’s for the creators, the game-changers, the ones who build from the ground up. Collection drops [Date]. Don't just follow the culture, BE the culture. #LDRSCollab #LeadNeverFollow #[CollaboratorBrand]
• •Meet [Mentee Name], a young artist from our community carving his own path in [Art Form]. At LDRS, we believe in fostering the next generation of leaders. It’s about more than fashion; it’s about impact. #LDRSCommunity #ChicagoYouth #LeadNeverFollow
• •The [Hoodie Name] Hoodie: More than comfort, it's conviction. Built with premium materials and designed with the unbreakable spirit of Chicago. Wear it as a reminder: your path is yours to command. Lead. Never Follow.