Brand Tone

Aspirational yet accessible, direct, knowledgeable, and confident, balancing professionalism with authentic streetwear culture.

Brand Values

• •Authenticity
• •Exclusivity
• •Community
• •Quality & Curation
• •Passion

Best Practices

• •Balance Insider Language with Clarity: Continue using streetwear slang like "grail," "heat," and "plug" to connect with the core audience, but ensure product descriptions and key information (size, condition, price) are always clear, direct, and professional.
• •Lead with Authenticity: Make "authenticity" a recurring theme in all copy. Mention the legit-checking process in product descriptions, social media posts, and marketing emails to constantly reinforce this core value.
• •Emphasize Curation and Exclusivity: Use words like "curated," "hand-picked," "rare," and "exclusive" to describe the collection. This frames the brand not just as a reseller, but as an expert tastemaker.
• •Foster a Community Dialogue: In social media captions, ask questions to engage the community (e.g., "Cop or drop?", "What's your all-time favorite grail?"). Refer to customers and consignors as "the community" or "the lyle.at family" to strengthen the sense of belonging.
• •Maintain a Consistent Visual and Textual Aesthetic: Ensure all copy, whether on a website banner or an Instagram post, reflects the same clean, confident, and knowledgeable tone. Match this tone with the high-quality, minimalist visual identity already established on Instagram for a powerful and cohesive brand presence.

Social Perception

Perceived as trustworthy, reliable, fair, and professional. It's also seen as a community hub and a high-quality source for authentic, pre-owned, and deadstock exclusive items.

Copy Examples

• •Just Landed: Jordan 1 High OG 'Lost & Found'. The one you've been waiting for. We've just sourced a pristine pair of the Jordan 1 'Lost & Found' in a size US 10. Complete with original box and accessories. This isn't just a sneaker; it's a piece of history. Secure your grail. DM to purchase or visit us in-store. #LyleExclusive #Jordan1LostAndFound #SneakerGrail #ViennaSneakerStore
• •Your Closet is a Goldmine. Those grails you're not wearing? Turn them into cash. Our trusted consignment service gets your exclusive sneakers and streetwear in front of buyers who appreciate their value. Fast, secure, and transparent. CTA Button: Sell With Us
• •Subject: New Heat Added | Supreme, Off-White & More. Body Preview: Your next favorite piece just dropped. Check out the latest curated collection of rare streetwear and sneakers, authenticated and ready to ship.
• •TikTok Video Concept: Is it legit? ✅ We check every detail so you don't have to. Authenticity is everything. That’s the lyle.at promise. #LegitCheck #TravisScott #SneakerHead #LyleAT
• •Instagram Story: UPDATE: SOLD. The Off-White x Nike Dunk Low 'Pine Green' is heading to a new home. Congrats to the new owner! Keep an eye on our feed, the next drop is coming soon.