Brand Tone

Authentic & Rooted, Understated & Confident, Adventurous & Lifestyle-Oriented, Resilient & Evolving, Community-Minded (Historically/Potentially)

Brand Values

• •Authenticity: Deep roots in skate culture, founded by professional skateboarders.
• •Quality & Durability: Emphasis on well-made clothing suitable for active lifestyles and everyday wear. "Great clothing, from the ground up."
• •Style & Design: Focus on "impeccable design" that balances street aesthetics with outdoor functionality, often described as having an "unmistakable edge" while being subtle.
• •Versatility: Clothing designed for diverse environments – "urban or country," "streets, down on the beach, or deep in the forests."
• •California Lifestyle: Embracing the "pinnacle of California living," blending skate culture with appreciation for natural outdoor spaces.

Best Practices

• •Stay True to Roots, Embrace Evolution: Always nod to the authentic skate heritage but speak to the broader outdoor and lifestyle appeal the brand now embodies. Use language that resonates with both core enthusiasts and those aspiring to the lifestyle.
• •Emphasize Understated Confidence: Focus on the quality, feel, and subtle design features rather than loud logos or claims. Let the product's integrity and the brand's history do the talking. Use phrases like "unmistakable edge," "style that speaks for itself."
• •Evoke the California Lifestyle: Use sensory language that paints a picture of California's diverse environments – the feel of the ocean spray, the urban landscape, the mountain air. Connect the clothing to experiences.
• •Highlight Durability and Versatility: Communicate that Matix clothing is not just for a specific moment but is built to last and adapt across different activities and settings – "from street to mountain," "urban or country."
• •Maintain an Authentic Voice: Avoid overly corporate or trendy jargon that doesn't align with the brand's established, somewhat gritty, and authentic persona. Keep it real, relatable, and slightly edgy.

Social Perception

Customers seem to perceive Matix as a brand that offers high-quality, stylish, and durable clothing rooted in the California skate and outdoor lifestyle. It's seen as authentic to skate culture due to its origins. The brand is appreciated for its understated style that doesn't rely on overt branding. There's a recognition of its evolution from a core skate brand to a broader lifestyle apparel company. The connection with 686 Snowboards implies a perception of enhanced technical features in some apparel, like jackets. Retail presence across various platforms (CCS, Amazon, eBay, etc.) suggests accessibility and a degree of established reputation.

Copy Examples

• •Headline: Matix: Built for the Unpaved. Worn for Life. Body: From the sun-drenched curbs to the salt-sprayed coast. Matix is more than apparel—it’s the fabric of your next story. Crafted for comfort, designed with an edge. Live it. Wear it.
• •Headline: Style That Speaks Volumes. Quietly. Body: You know who you are. You don’t need a billboard. Matix clothing offers that unmistakable edge, rooted in authentic California soul. Impeccable design, built to move.
• •Headline: Beyond the Board. Beyond the Trend. Body: Born from skate, evolved for every path. Matix delivers durable comfort and timeless style, whether you're chasing swells, hitting the streets, or finding your trail. This is apparel for all roads traveled.
• •Headline: The Californian Essence. Woven In. Body: Feel the grit of the street and the call of the wild. Matix captures the spirit of California living – authentic, resilient, and effortlessly cool. Discover pieces that are as versatile as your day.
• •Headline: Matix. Since '98. Still Ripping. Body: Decades deep in the culture, still committed to quality from the ground up. Our latest collection continues the legacy – durable, stylish, and ready for whatever you throw at it.