Brand Tone

edgy, confident, authentic, and unapologetically New York-centric. It carries an artisanal, rock 'n' roll spirit, often using direct and bold language. There's a sense of rebellion and individuality, appealing to a customer who values unique style and craftsmanship.

Brand Values

• •Craftsmanship & Quality
• •Authenticity & Individuality
• •Made in NYC / American Made
• •Transparency
• •Direct-to-Consumer Focus
• •Heritage & Family
• •Sustainability (Implied)

Best Practices

• •Channel NYC Energy: Consistently weave in references to New York City – its grit, style, energy, and the Garment District heritage. This is a unique selling proposition.
• •Emphasize "Handmade" and "Craftsmanship": Use vivid language to describe the artisanal process, the skill of the shoemakers, and the quality of materials. Go beyond just saying it – show it with words.
• •Be Confident and Direct: Avoid overly soft or passive language. The brand has a bold identity, and the copy should reflect that confidence without being arrogant.
• •Speak to Individuality and Self-Expression: Frame the boots not just as footwear, but as a means for the wearer to express their unique style and personality.
• •Maintain an Authentic Voice: While aspirational, the tone should remain grounded in the reality of the product and its New York origins. If discussing the made-to-order process, be transparent about the care and time involved.

Social Perception

a brand with a strong, desirable identity and unique, high-quality products, but it faces challenges in consistently meeting customer expectations regarding service and, at times, product execution or delivery timelines. Those who "get" the brand and its manufacturing ethos tend to be loyal.

Copy Examples

• •Headline: NYC BUILT. GLOBALLY WORN. Body: From the Garment District with grit and grace. Modern Vice boots aren't just made; they're crafted – by hand, with passion, for individuals who walk their own damn path. This is your armor. Call to Action: Discover Your Vice.
• •Headline: THE ART OF THE BOOT. THE SOUL OF NEW YORK. Body: We pour artistry into every stitch, using leathers that tell a story and designs that break the mold. See the magic happen at our NYC factory. Real craftsmanship, no compromises. Call to Action: Shop Handcrafted.
• •Headline: FOR THE FEARLESS. THE AUTHENTIC. THE UNDEFINED. Body: Your style is your signature. Our boots are the punctuation. Made to order, made to last, made in the city that never apologizes. Call to Action: Express Yourself. Find Your Fit.
• •Headline: RAW LUXURY. STRAIGHT FROM THE SOURCE. Body: No shortcuts. No mass-produced monotony. Just premium materials, heritage techniques, and designs born from the unapologetic energy of NYC. This is Modern Vice. Call to Action: Experience the Difference.
• •Social Media Post (Short & Punchy): Image: Close-up of a distinctive Modern Vice boot on city pavement. Caption: Concrete jungles & rock'n'roll souls. Our [Boot Name] – handmade in NYC because your feet deserve the authentic. #ModernVice #MadeInNYC #BootGameStrong #HandcraftedLuxury