Brand Tone

Sophisticated, Aspirational, and Authentic.

Brand Values

• •Quality and Craftsmanship
• •Performance-Driven Comfort
• •Understated Elegance
• •Confidence
• •Storytelling

Best Practices

• •Create a Core Lexicon: Develop a list of on-brand words (e.g., "Refined," "Engineered," "Understated," "Sophisticated," "Comfort," "Performance") and words to avoid (e.g., "Cheap," "Basic," "Trendy," "Loud"). Use this lexicon to guide all content creation.
• •Always Lead with the "Why": The brand’s origin story is its most powerful asset. Weave the narrative of the founder’s journey from acrobatics to apparel into product descriptions, social media content, and "About Us" pages to maintain authenticity.
• •Focus on "Feel," Not Just Features: Instead of just listing "93% Modal, 7% Elastane," describe the *feeling* it creates: "a second-skin feel," "unparalleled softness," "moves with you." Translate technical specifications into tangible benefits and sensations.
• •Maintain Visual and Textual Harmony: Ensure the clean, minimalist, and sophisticated tone of the copy is always matched by the brand's visual identity—high-quality photography, a consistent color palette, and elegant typography across all platforms.
• •Adapt the Message, Not the Voice: While the core tone remains sophisticated and authentic, tailor the message to the platform. On LinkedIn, emphasize professionalism and performance. On Instagram, focus on lifestyle and aesthetics. On TikTok, share the human side and the craft. The voice is consistent, but the conversation is platform-aware.

Social Perception

Maison Harry George is perceived as a premium, niche brand in the men's luxury essentials market. Customers and media view it as a high-quality alternative to mainstream designer underwear, occupying a space alongside upscale brands like Ron Dorff and CDLP. As an Expert Solution: Due to its origin story, it is seen as a product designed with a deep understanding of movement, comfort, and durability. As a Luxury Good: The price point ($45-$55 per piece), sophisticated packaging, and selective retail partnerships position it firmly in the luxury segment. As a Trustworthy Brand: Positive testimonials praise the product's superior comfort, quality, and the company's excellent customer service, building trust with potential buyers. The founder's direct involvement and transparent story contribute significantly to this perception.

Copy Examples

• •Engineered for Movement. Designed for Life. Discover the story behind the world's most considered underwear, born from the demands of a Cirque du Soleil stage and perfected for your everyday.
• •The foundation of a confident day isn't a choice; it's a standard. Our Hayes Boxer Trunk, crafted from an ultra-soft modal blend, offers understated luxury and a seamless fit that moves with you, not against you. First on, last off. #MaisonHarryGeorge #UnderstatedLuxury #FirstOnLastOff
• •Stop Settling for "Good Enough" Underwear. For years, our founder settled for underwear that couldn't keep up. So he created his own. Maison Harry George is the result: a perfect balance of athletic performance and sophisticated comfort. Experience the difference purpose-built luxury makes. Call to Action: Shop The Collection.
• •Your first decision of the day should be your best one. For the discerning man who values quality from the ground up, our underwear provides unparalleled comfort and support from the boardroom to the gym. Elevate your essentials. #MensStyle #LuxuryApparel #PerformanceWear #MaisonHarryGeorge
• •Subject: The Secret to All-Day Comfort Has Been Revealed. Preview Text: It starts with the very first thing you put on.