Brand Tone

Cool, Trendy, Authentic, Passionate, Approachable, Friendly, Confident, Edgy, Conscious, Purposeful

Brand Values

• •Sustainability: Promoting second-hand shopping to reduce fashion waste and environmental impact. They aim to "destigmatise second hand shopping."
• •Individuality and Self-Expression: Championing unique style and finding one-off pieces that allow customers to express themselves. They are for those "sick of the mundane and mass-produced."
• •Quality and Curation: Emphasizing hand-picking high-quality American vintage and ensuring items are cleaned and well-cared for, aiming to "set the standard for vintage."
• •Community: Building a strong community of vintage lovers and engage actively with their customers.
• •Passion-Driven Entrepreneurship: The brand's story is rooted in the founder's passion for vintage, evolving organically from online sales to a physical store.

Best Practices

• •Embrace Authenticity: Let the genuine passion for vintage and sustainability shine through. Use language that feels real and relatable to your target audience (e.g., "sick vintage pieces," "fresh heat").
• •Stay Visually Consistent with Voice: Ensure the cool, trendy, and slightly edgy visual aesthetic of your imagery is matched by the language used in captions and descriptions.
• •Highlight Uniqueness and Scarcity (Naturally): Emphasize the one-of-a-kind nature of vintage items without being overly pushy. Phrases like "before they're history (again)" or "you won't find this anywhere else" work well.
• •Educate and Inspire on Sustainability: Weave in messages about conscious consumerism and the benefits of pre-loved clothing in an empowering, not preachy, way. Focus on the positive impact.
• •Maintain an Engaging and Approachable Community Vibe: Use inclusive language ("we're here for you"), ask questions, run polls/giveaways, and respond to comments and DMs in a friendly, helpful tone to foster that community feeling.

Social Perception

Premier Vintage Destination, Trendsetter, Sustainable Choice, More Than Just a Thrift Shop, Reliable and Trustworthy, "Cool Factor"

Copy Examples

• •Fresh heat just landed from the States 🔥. Your Y2K dreams called, we answered. Cop these iconic pieces before they're history (again). Link in bio for the full drop. #magichollow #AmericanVintage #90sFashion #StreetwearNZ #SustainableStyle
• •Tired of the same old threads? 💀 Step into magichollow on K'Road and discover a legit American vintage paradise. Hand-picked, expertly cleaned, and ready to tell a new story. We're not just a store, we're a vibe. Come find your next obsession. #VintageAuckland #KarangahapeRoad #UniqueFinds #PrelovedRevolution #MagicHollowNZ
• •Wear the Change. Every piece from magichollow is a vote for sustainable style and a middle finger to fast fashion. Last year, we saved 14,000kg of clothing from landfill. Help us double it. Shop unique, live consciously. #SustainableFashion #VintageClothingNZ #ConsciousConsumer #RewearRepeat
• •🚨 DUNEDIN, WE'RE COMIN' BACK! 🚨 Get ready for a massive vintage takeover Aug 12-13! Heaps of branded crews, Carhartt, denim, tees & a $25 sale rack! Tag your thrifting bestie to win $250 store credit! 💸 190 George Street, 10am-6pm. Don't sleep on this! #Dunedin #NZVintage #VintagePopUp #ThriftFlipNZ #MagichollowOnTour
• •Not just clothes, they're curated stories. From obsessively hunting down rare 90s gems in the US to meticulously cleaning every piece, magichollow is all about bringing you authentic vintage that screams *you*. We started this to share the magic of pre-loved, and thanks to you, we're rewriting the rules of fashion, one iconic piece at a time. What story will you tell? #MagicHollowJourney #VintageCulture #BeUnique