Brand Tone

Authentic & Edgy, Confident & Unapologetic, Sophisticated & Mature, Conscious & Empowering

Brand Values

• •Authenticity
• •Quality Craftsmanship
• •Ethical & Conscious Production
• •Individuality & Self-Expression
• •Independence
• •Community

Best Practices

• •Embrace the Dark, Elevate the Style: Always lean into the brand's core "dark dressing" aesthetic, but ensure the language remains sophisticated and focuses on quality and timelessness, not just shock value. Think "grown-up goth."
• •Speak from Authenticity: Ground the copy in the brand's genuine roots – London, tattoo culture, the metal scene. Use language that resonates with this audience without being exclusionary.
• •Highlight Quality & Craftsmanship: Consistently mention the premium materials, attention to detail, and ethical production. This justifies the price point and reinforces the value of longevity over fast fashion.
• •Empower Individuality: Frame products as tools for self-expression. Use confident, empowering language that celebrates standing apart from the mainstream.
• •Maintain a Consistent Visual and Verbal Thread: Ensure the tone of voice in copywriting aligns seamlessly with the brand's visual identity online (dark, moody, edgy yet refined). Every touchpoint should feel like it’s unmistakably Mary Wyatt.

Social Perception

High Quality & Worth the Price, Cult Favorite & Respected, Authentically Alternative, Ethical & Sustainable Choice, Inclusive & Empowering

Copy Examples

• •Headline: Beyond Trends. Beyond Apologies. This is Mary Wyatt. Body: Crafted in London from a life lived in the shadows of metal bars and tattoo parlors. We make clothes for those who know who they are. Quality that endures, style that speaks.
• •Product (e.g., The Jean): Engineered for the Unconventional. The Jean, redefined. Body: Forget fleeting fads. Our signature denim is built from 100% premium cotton with an innovative adjustable waist for a fit that’s all yours. Darkly sophisticated, undeniably Wyatt.
• •Brand Story Snippet: From London Grit to Global Cult. Body: Mary Wyatt wasn’t born in a boardroom. It was forged in the heart of the underground, for the underrepresented. Seven years on, we’re still making clothes our way: authentic, ethical, and unapologetically dark.
• •Sustainability Focus: Consciously Crafted. Darkly Desired. Body: Style that doesn’t cost the earth. We choose sustainable fabrics and ethical production, because true rebellion is also about responsibility. Wear your values.
• •Call to Action/Community: Join the Congregation. Body: More than just clothing, it’s a statement. Explore the latest collection and find the pieces that tell your story. Welcome to Mary Wyatt London.