Brand Tone

casual, confident, and connected to streetwear culture

Brand Values

• •Quality and Simplicity
• •Authenticity and Roots
• •Creativity and Independence
• •Community/Connection
• •Customer Focus (implied)

Best Practices

• •Stay Authentic: Use genuine language that reflects the brand's streetwear origins and Kiwi roots. Avoid overly corporate or try-hard slang.
• •Focus on Quality & Simplicity (where applicable): When describing products like the Premium Essentials, highlight the quality of materials and the clean, unbranded aesthetic.
• •Keep it Confident & Casual: Maintain a cool, assured tone. Write as if you're talking to a mate, but with clarity and purpose.
• •Connect with Heritage: Subtly weave in the brand's history and connection to Hip Hop and streetwear culture to reinforce identity.
• •Be Direct & Customer-Centric: Use clear, straightforward language for product descriptions, calls to action, and customer service information. Highlight benefits like comfort and fit.

Social Perception

Customers generally perceive LOWER® as a provider of good quality, comfortable, and well-fitting streetwear. The brand is seen as a significant player and arguably a leader in the New Zealand streetwear scene. It appeals to a younger market and those interested in streetwear fashion. Collaborations with major brands like Champion and G-Shock likely enhance its credibility and appeal. There's an appreciation for their sales and promotions, as mentioned in customer reviews. The brand's longevity (since 2001) suggests a sustained relevance and trust within its customer base.

Copy Examples

• •LOWER® Premium Essentials: Quality gear, no shout needed. Just straight-up comfort and style that lasts.
• •Rooted in the streets since '01. LOWER® - Authentic NZ streetwear for those who know.
• •Beyond the hype. Just quality threads built for your everyday. Shop the latest from LOWER®.
• •From Mount Maunganui to your wardrobe. Wear your story with LOWER®. Enjoy yourself, thoroughly.
• •LOWER®: Still pushing the envelope. Still true to our roots. You know we ain't limited.