Brand Tone

Innovative/Experimental, Technical/Functional, Minimalist/Understated, Direct/Transparent, Intellectual/Considered, Liberating

Brand Values

• •Materialism (Respect for Raw Materials)
• •Experimentation & Innovation
• •Durability & Quality
• •Functionality & Utility
• •Transparency
• •Thoughtful Consumption
• •Value Beyond Profit

Best Practices

• •Emphasize Materiality and Process: Consistently highlight the unique fabrics, experimental development, and the "why" behind design choices. Talk about the tangible qualities and the rigorous journey from raw material to finished garment.
• •Speak to Function and Liberation: Frame product benefits around performance, versatility, and the freedom they provide the wearer. Focus on how the clothing enables a broader range of activities and experiences.
• •Maintain an Intelligent, Understated Voice: Avoid hype and overly promotional language. Use clear, direct, and thoughtful wording that reflects the brand's intellectual approach to design. Let the product's innovation speak for itself.
• •Be Transparent and Engage Authentically: When communicating, especially in direct channels like newsletters or social media responses, maintain the open and honest dialogue seen on platforms like Reddit. Acknowledge feedback and share insights into the brand's thinking.
• •Focus on Longevity and Value over Fleeting Trends: Reinforce the idea of investing in fewer, better pieces. Position Outlier as an antidote to fast fashion, emphasizing durability, timeless design (even when experimental), and the intrinsic value of well-crafted goods.

Social Perception

High-Quality & Durable, Innovative & Technical, Expensive/Premium, Niche/Cult Following, Versatile, Understated Style, Sometimes Inconsistent Sizing

Copy Examples

• •Headline: Beyond Fabric. Beyond Trend. This is Material Innovation. Body: We don't chase seasons; we pursue new functionalities. Outlier is an ongoing experiment in material science and design, crafting garments that liberate your movement and adapt to your world. Discover clothing built to endure, evolve, and explore.
• •Headline: Engineered for the Unexpected City. And Everywhere Else. Body: Your day doesn't have boundaries. Neither should your clothing. Outlier creates high-performance apparel that moves seamlessly from the urban landscape to the uncharted path. Experience radical utility and understated style.
• •Headline: Less, But Radically Better. Body: We believe one well-considered garment can replace a closet full of the ordinary. Our commitment is to deep materialism – an intense respect for raw materials and an experimental process to unlock their full potential. Invest in pieces designed to last, not to be replaced.
• •Headline: The Future of Clothing Isn't About More. It's About What's Possible. Body: The information apocalypse has happened. We design for what's next. Outlier is a journey into the potential of apparel – durable, breathable, and intensely experimental. Wear the future.
• •Headline: Liberate Your Movement. Define Your Path. Body: Clothing should empower, not restrict. At Outlier, we build for free movement, worldwide, without borders. Our experimental approach leads to new functionalities that adapt to you, wherever life leads.