Brand Tone

Aspirational, Conscious, and Community-Focused

Brand Values

• •Sustainability
• •Affordability & Accessibility
• •Individuality & Uniqueness
• •Quality Curation

Best Practices

• •Lead with the "Why": Always connect the products back to the core values of sustainability and individuality. Instead of just saying "Vintage Jacket," say "A jacket with a history, ready for a new future."
• •Use "Treasure Hunt" Language: Employ words like "discover," "find," "curated," "one-of-a-kind," and "gem" to create a sense of excitement and exclusivity around the shopping experience.
• •Embrace the Name "Outdated": Use the brand name playfully and confidently in copy. Phrases like "Proudly Outdated," "The best kind of Outdated," or "Outdated is the new new" reinforce the brand's identity and subvert the word's negative connotations.
• •Foster Community Through "You" and "Us": Write in a way that creates a collective. Use phrases like "Join the revolution," "Created by us, styled by you," and "Welcome to the collective" to make customers feel part of a movement.
• •Balance Vintage Appeal with Modern Confidence: While the products are "outdated," the brand voice should be modern, confident, and cool. Use clean, direct language that appeals to a young, style-conscious audience that is active on social media.

Social Perception

A Trusted Source for Thrifting, Eco-Conscious and Principled, Affordable and High-Value

Copy Examples

• •Headline: Not new. Just new to you. Body: Our latest curated drop of vintage denim just landed. Each piece has a past, but its future is all you. Find the one-that-got-away and give it a new story. Shop the collection before it’s history. Again. #ThriftIndia #OutdatedButGood #SustainableStyle
• •Headline: Wear the change. Body: Join the thrift revolution. Discover thousands of unique, pre-loved pieces and build a wardrobe that's kinder to the planet and your wallet.
• •Title: The ‘80s Called’ Graphic Tee - Size M Description: Faded to perfection and softer than anything you’ll find off the rack. This single-stitch tee has seen some things, and its next chapter starts with you. Made from 100% cotton, it features a retro graphic that’s authentically *Outdated*. A true one-of-one find.
• •Subject: Don't regret this one twice... | Fresh Finds Inside
• •Headline: Tired of the same old trends? Body: So are we. At Outdated, we bring you fashion that’s as unique as you are. We handpick the best vintage and pre-loved clothes so you can define your own style, sustainably. Shop affordable, one-of-a-kind pieces from India’s favorite thrift store.