Brand Tone

aspirational, sophisticated, yet approachable and inclusive

Brand Values

• •Unity & Inclusivity
• •Ambition & Determination
• •Simplicity & Quality
• •Compassion & Responsibility
• •Integrity & Humility
• •Community

Best Practices

• •Anchor in the Origin Story: Consistently refer back to or allude to the brand's unique founding story of two different individuals uniting. This reinforces inclusivity, the blend of styles, and the "Les Deux" (The Two) name.
• •Emphasize "More Than Fashion": Always connect the clothing to the brand's deeper values – community, ambition, responsibility, and legacy. This elevates the product beyond mere apparel.
• •Maintain an Aspirational yet Inclusive Voice: Use language that inspires and speaks to ambition, but ensure it remains welcoming, approachable, and avoids exclusivity. Highlight that the style is for everyone.
• •Spotlight Quality and Timelessness: Focus on the durability, premium materials, and classic-yet-modern design of the clothing, positioning it as a lasting investment rather than fast fashion.
• •Be Authentic and Transparent: When discussing sustainability or community initiatives, be specific and honest about goals and progress. This builds trust and reinforces the brand's integrity. Avoid overstating achievements and acknowledge the journey.

Social Perception

stylish, high-quality menswear brand with a compelling origin story. Valued for purpose, quality and style. Growing brand with international appeal

Copy Examples

• •Headline: Beyond a Label. Beyond Expectation. This is Les Deux. Body: Born from an unlikely friendship, crafted for the modern man who values both timeless style and a future built on shared ambitions. Discover pieces that tell a story – your story. #LesDeuxCommunity #DrivenByDifference
• •Headline: Wear Your Values: Style That Speaks Volumes. Body: At Les Deux, every stitch is a statement. Quality craftsmanship meets a commitment to community and a better tomorrow. Invest in enduring style, invest in change. Explore our latest collection and our Legacy projects. #LesDeuxLegacy #QualityMeetsCompassion
• •Headline: The Intersection of Two Worlds. The Start of Your Signature Style. Body: Where preppy precision meets urban edge. Les Deux offers a wardrobe that’s as versatile and ambitious as you are. Effortless style, impeccably made, for every chapter of your life. #LesDeux #MenswearReimagined
• •Headline: More Than Thread. It's a Thread of Connection. Body: From the heart of Copenhagen to communities worldwide, Les Deux is woven with purpose. We believe in the power of unity and the impact of conscious choices. Join a brand that's dressing men for a more inspired world. #MadeWithIntegrity #LesDeuxJourney
• •Headline: Simplicity. Durability. Distinction. The Les Deux Standard. Body: Experience menswear that’s built to last, in style and substance. Clean lines, premium materials, and a design philosophy that transcends fleeting trends. Elevate your everyday. #ScandinavianStyle #LesDeuxEssentials