Brand Tone

Aspirational, Motivational, and Authentic

Brand Values

• •Individuality and Non-conformity
• •Quality over Quantity
• •Self-Improvement and Discipline
• •Minimalism
• •Community

Best Practices

• •Lead with Philosophy, Sell with Quality: Start with the "why"—the philosophy of being an Outtype. Follow up with the "how"—the tangible benefits of premium materials, perfect fit, and timeless design.
• •Use "You" and "Your" to Empower: Frame the copy to speak directly to the customer's ambition and individuality. Use phrases like "Your path," "Your ambition," and "Built for you."
• •Leverage the Founder's Voice: Maintain the authentic, motivational tone established by David Lengauer. Share behind-the-scenes stories and the brand's journey to reinforce the connection with the community.
• •Emphasize Exclusivity and Timelessness: Avoid language associated with fleeting trends or discounts. Instead, use words like "essential," "signature," "timeless," and "investment piece" to reinforce the brand's premium value.
• •Maintain Visual and Textual Consistency: Ensure the clean, minimalist aesthetic of the products and photography is mirrored in the copy. Keep sentences clear, direct, and impactful, avoiding unnecessary clutter.

Social Perception

Outtype is perceived as a high-quality, founder-led brand that is an extension of David Lengauer's personal brand. Customers view the brand as authentic and trustworthy due to its close ties with Lengauer, attracted to the minimalist aesthetic and promise of high-quality materials. It appeals to a niche audience within the fitness and self-improvement community and is positioned as a premium streetwear brand.

Copy Examples

• •Engineered for more than just comfort. The new Origin Hoodie is our commitment to quality in every thread. It’s not just an item of clothing; it’s a piece of your ambition. Built for those who create their own path. #BeTheOuttype
• •The opposite of fast fashion. Our Signature Tee is crafted from 100% premium-weight cotton for a structured fit that lasts. Designed with a minimalist aesthetic for a timeless look that complements your lifestyle. Wear it as a statement of quality.
• •Subject: Don't Blend In. An Outtype is someone who chooses their own way. Our latest collection is built on this philosophy—premium, understated pieces designed for individuals who lead, not follow. Discover the collection that was made for you.
• •Stop settling for average. Your wardrobe should reflect your standards. Outtype delivers premium streetwear focused on perfected fits and lasting materials. Elevate your essentials. Shop Now.
• •Your drive isn't limited to one part of your life. Neither should your style. Outtype: Quality apparel for every ambition. #Outtype