Brand Tone

Authentic and passionate, friendly and joyful, individualistic and confident, conscious and responsible.

Brand Values

• •Individuality
• •Comfort and Practicality
• •Joy and Color
• •Ethical Responsibility
• •Authenticity

Best Practices

• •Lead with Passion, Not Just Product: Always circle back to the core story —the love for rugby shirts. Use "we" to maintain a personal, founder-led voice. Frame copy around the feeling of the shirt (joy, comfort, confidence), not just its physical features.
• •Champion the Individual: Use words that empower the customer, such as "you," "your style," "individual," and "authentic." The messaging should consistently reinforce the idea that the brand is for people who "think for themselves."
• •Be Consistently Casual and Approachable: Avoid overly corporate or formal language. Write as if you're talking to a friend. Use simple, direct sentences and express genuine enthusiasm, just as in the "About Us" section ("We like Rugby shirts!").
• •Integrate Values Seamlessly: Don't just state that you are "ethical" or "eco-friendly" as a footnote. Weave it into the narrative. For example, instead of "Ethically sourced," try "Wear it proudly, knowing it was made with respect for people and the planet."
• •Address the "Cheval" Name Head-On (If Necessary): Given the high potential for confusion, consider adding a playful line in the main brand story to clarify the name's origin or its meaning to the founders, separating it from the equestrian world. This could build authenticity and turn a potential weakness into a unique part of the brand story.

Social Perception

Due to the near-total lack of online chatter, social media presence, or third-party reviews, the social perception of Le Cheval USA is currently neutral to non-existent. The brand operates in relative obscurity. Its identity is almost exclusively defined by its own website. There is a high risk of brand confusion with equestrian-focused businesses due to the name.

Copy Examples

• •Your style is your story. Don't just follow the trend, wear the joy. Our rugby shirts aren't just clothes; they're a statement of comfort, color, and conscious living. Ethically made, designed for individuals. #BeYou #LeChevalUSA #LiveInColor #RugbyShirtStyle #SustainableFashion
• •Beyond the Hype. Find Your Favorite Shirt.
• •It started with a simple love for the classic rugby shirt—the bold stripes, the enduring comfort. We didn't see it as a trend; we saw it as a way of life. That's why we created Le Cheval USA: to share the clothes we genuinely love, made the right way. No fast fashion, just timeless style and a commitment to our planet.
• •Meet the 'Harbor' Rugby. More than just a shirt, it's your go-to for breezy coastal evenings and weekend coffee runs. Made from 100% ethically sourced, heavyweight cotton, its bold navy and sunrise yellow stripes are designed to bring a little joy to your every day. Built for comfort, made to last. Think for yourself. Wear what you want.
• •Tired of the same old thing? At Le Cheval USA, we believe in clothes with character. Our passion for comfortable, colorful rugby shirts led us to create a collection for people who aren't afraid to stand out. Find your new favorite today and enjoy a style that's all your own.