Brand Tone

Artistic & Expressive, Irreverent & Witty, Passionate & Obsessive (about quality), Community-Focused & Inclusive, Confident & Unapologetic

Brand Values

• •Creativity & Originality
• •Quality & Craftsmanship
• •Self-Expression & Individuality
• •Passion for Cycling
• •Breaking Tradition/Challenging Norms
• •Inclusivity & Community Building
• •Sustainability

Best Practices

• •Embrace the Edge, Intelligently: Don't shy away from wit, irreverence, and bold statements, but ensure they align with the overall passion for cycling and respect for quality. The "Fuck this let's ride" ethos captures this well – it's rebellious but rooted in the love of the sport.
• •Lead with Visual Storytelling, Support with Sharp Copy: Ostroy's designs are the heroes. Copy should complement this by being equally expressive, concise, and impactful, reflecting the artistic and dynamic nature of the apparel.
• •Speak from the Heart of NYC & Italy: Continuously weave in the brand's New York design influence (urban, edgy, artistic) and its Italian manufacturing heritage (quality, craftsmanship, cycling tradition). This creates a unique "best of both worlds" narrative.
• •Cultivate Community with Authenticity: Engage with cyclists genuinely. Use language that resonates with experienced riders who appreciate individuality and aren't afraid to challenge norms. Highlight user-generated content that reflects the brand's spirit.
• •Be Confident, Not Arrogant (especially in customer interactions): While the brand's style is confident and unapologetic, customer service communications should remain helpful and empathetic, particularly when addressing concerns about sizing or quality to counter any negative perceptions. The passion for the product should extend to the customer experience.

Social Perception

Distinctive & Fashion-Forward, High Quality, Premium Priced, NYC-Centric & Edgy, Appeals to a Niche, Mixed Customer Service/Sizing Experiences

Copy Examples

• •Headline: Less Zen, More New York. Your Kit Should Scream as Loud as You Do. Body: Forget blending in. Ostroy is for the ride that’s as unapologetic as your playlist. Designed in NYC, made for the miles that matter.
• •Social Media Post: So, your cycling buddies are still rocking beige? Bless their hearts. Time to inject some raw, unfiltered Ostroy into that paceline. #RideWithPersonality #OstroyNYC
• •Product Description (for a boldly patterned jersey): This isn’t your grandpa’s cycling jersey (unless he was a punk rocker in a former life). Crafted in Italy from fabrics that feel as good as this design looks. Warning: may cause spontaneous acts of awesome.
• •Email Subject Line: Officially Over "Understated." Body: Life’s too short for boring bike rides. Our latest drop is here to wake up your wardrobe and remind you why you fell in love with the chaos of the ride. Dive in. Stand out.
• •Brand Bio Snippet: We believe cycling is a canvas for self-expression. That’s why we ditch the bland and embrace the bold. Ostroy: Art, meet asphalt. Passion, meet performance. Made with Italian obsession in the heart of NYC.