Brand Tone

Edgy, Confident, and Aspirational

Brand Values

• •Urban Authenticity
• •Innovation & Quality
• •Accessibility
• •Individuality & Independence

Best Practices

• •Develop a "Voice and Tone" Guide: Document the brand's personality (Edgy, Confident, Aspirational) and create clear guidelines for writing copy across all platforms—from product descriptions to social media captions and customer service emails.
• •Emphasize Authenticity in Storytelling: Use the "About Us" page and blog posts to share the brand's origin story, its connection to London's urban culture, and its commitment to quality. This builds trust and differentiates it from generic fast-fashion brands.
• •Engage with the Community in the Brand Voice: When responding to comments, questions, and reviews on social media, maintain the confident and authentic tone. Address feedback directly and professionally to build a loyal community.
• •Use Consistent, Powerful Language: Create a bank of keywords and phrases that reflect the brand's values, such as "icon for urban culture," "fierce," "effortless style," and "stand out from the crowd." Use these consistently to reinforce the brand identity.
• •Align Visuals with Tone: Ensure that all photography and graphic design—on the website, social media, and in ads—reflect the edgy, high-quality, and urban aesthetic described in the copy. The visuals and text must work together to tell the same cohesive story.

Social Perception

A brand associated with good quality, unique designs aligning with streetwear trends, and representing authentic urban culture.

Copy Examples

• •Define your own map. The Tokyo Edition joggers have just landed. Engineered for the street, with a relaxed fit that keeps you moving. Don't follow trends, set them. #LondonAttitude #UrbanWear #StreetStyle #TokyoEdition
• •Inside: The Drop You've Been Waiting For | The Originals Collection is Back
• •More than just shorts. This is a statement. The 'Original Creators' edition is for those who lead, not follow. Cut from a premium, durable fabric with a relaxed fit for maximum movement. Featuring our signature barcode tape detail, because you can't be scanned. Own your identity.
• •London Attitude: Real Streetwear. No Compromises. Free UK delivery over £50. Pay with Klarna. Shop the look now and redefine your style.
• •GLOBAL STREETS | THE NEW COLLECTION IS HERE. Shop Now.