Brand Tone

Edgy, aggressive, aspirational, trend-focused, authentic, and independent.

Brand Values

• •Individuality and Self-Expression
• •Quality and Affordability
• •Authenticity
• •Innovation

Best Practices

• •Emphasize "Authentic Quality": Consistently pair messaging about quality ("premium," "made to last") with messages about authenticity ("independent," "challenge the status quo"). This will help differentiate the brand from fast-fashion competitors and address potential customer concerns.
• •Use a Strong, Active Voice: Employ confident and assertive language. Use verbs that convey power and individuality, such as "define," "challenge," "own," and "set." Avoid passive language to maintain the "aggressive and edgy" tone.
• •Harness the "London" Identity: Regularly reference the brand's London roots. Use phrases like "born in the heart of the capital," "London's pulse," or "the spirit of the city" to build a strong geographical and cultural identity.
• •Create Clear Brand Distinctions: In marketing copy, subtly emphasize what makes the brand unique to combat confusion with "Attitude Clothing." Focus on keywords like "urbanwear," "street culture," and "men's fashion," which are specific to London Attitude and less descriptive of the alternative/goth focus of the other brand.
• •Speak Directly to the Core Audience: The copy should always address the target individual—someone who values independence, style, and self-expression. Use "you/your" to make the messaging personal and empowering, framing the clothing as a tool for them to express their unique identity.

Social Perception

The brand is perceived as having a niche appeal within urban fashion, but also faces association with fast fashion and significant brand name confusion due to similar-sounding names.

Copy Examples

• •Don't just follow the trends. Set them. Our new collection is built for the bold, the fierce, and the independent. This isn't just a hoodie; it's a statement. Crafted from premium, responsibly-sourced cotton for a feel that lasts. #LondonAttitude #UrbanFashion #Streetwear
• •The City is Your Canvas. London Attitude was born from the streets of the capital, for those who refuse to blend in. We challenge the norms with innovative designs and quality that speaks for itself. Redefine your style. Shop the look. #StyleWithAttitude #MensFashion
• •Engineered for the individual. The 'Rebel' tee features a fierce, custom graphic that captures the untamed spirit of city life. Made with 100% premium cotton, its tailored fit offers both comfort and a sharp silhouette. This isn't just clothing; it's an extension of your attitude. Live authentically. Dress accordingly.
• •Authenticity Never Goes on Sale. But Our Gear Does. We believe in style that's timeless, not trendy. But we also believe in rewarding our own. For a limited time, get 25% off our core collection of hoodies, denim, and tees. Gear up with premium quality designed to last. Your attitude is forever.
• •Fierce. Authentic. Independent. This is London Attitude. Premium urbanwear designed in the UK, for the world. Explore the collection.