Brand Tone

Passionate, Authentic, and Community-Focused.

Brand Values

• •Patriotic Pride
• •Local Production and Quality
• •Authenticity and Self-Expression
• •Community

Best Practices

• •Always Weave in the "Why": Every piece of copy, from a product description to a social media caption, should connect back to the core value of pride—in self, family, and homeland. Don’t just sell a hat; sell a symbol of identity.
• •Use Authentic Language: Continue incorporating "jerga boricua" and Spanish phrases naturally. This is a key differentiator that builds a genuine connection with the target audience. Hashtags like #apoyalolocal, #sienteelorgullo, and #hechoenpr should be used consistently.
• •Center the Community: Regularly feature user-generated content, tag customers, and ask engaging questions about what makes them proud. This reinforces the community-focused tone and makes followers feel like part of the brand's story.
• •Emphasize Quality and Local Origin: Explicitly mention "Hecho en Puerto Rico" and "calidad premium" in product details and ads. This appeals to customers who value craftsmanship and want to support the local economy.
• •Maintain a Positive and Empowering Tone: The language should always be uplifting and celebratory. Avoid divisive or overly aggressive messaging. The goal is to unite people through a shared sense of pride, not to exclude others. Phrases like "Vístelo, siéntelo, vívelo!" capture this positive energy perfectly.

Social Perception

My PRIDE by JX is perceived as a high-quality, authentic, and respected local brand, symbolizing cultural identity and holding a positive reputation as a trusted business.

Copy Examples

• •Wear your story. Our new ‘Boricua Soul’ tee is more than just fabric—it’s a statement. Made with pride in Puerto Rico, for the world to see. #MyPRIDE #HechoEnPR
• •This is what pride looks like. ✨ @(username) showing off their roots in our classic snapback. Thanks for sharing the love and being part of the My PRIDE family! #SienteElOrgullo #ApoyaLoLocal
• •No matter where you are, home is always with you. Our gear brings a piece of Puerto Rico to your doorstep. High-quality apparel, 100% Boricua spirit. Shop now and carry your pride everywhere. #MiPatria
• •Quality you can feel, pride you can wear. We don’t just print phrases on shirts; we weave our culture into every thread. Discover our latest collection and feel the difference of authentic, locally-made apparel. #TUMarca
• •(Video shows fast cuts of different hat designs, ending with someone putting one on and smiling) Voiceover: Find your style. Rep your pride. Every stitch tells a story. What will yours say? 🇵🇷 #MyPRIDEbyJX #PuertoRico