Brand Tone

Rebellious & Edgy, Confident & Bold, Authentic & Raw, Effortlessly Cool & Urban, Provocative & Unconventional

Brand Values

• •Rebellion & Nonconformity
• •Authenticity
• •Quality Craftsmanship
• •Individuality & Self-Expression
• •American Heritage (Reinterpreted)
• •Freedom

Best Practices

• •Embrace Active, Strong Verbs: Use dynamic language that conveys energy and confidence. Avoid passive voice.
• •Speak Directly to the "Other America": Address the rebellious, independent, and free-thinking individual. Use "you" to create a direct connection with this target audience.
• •Incorporate Elements of Punk/Grunge Vernacular (Subtly): Words like "raw," "grit," "unfiltered," "deconstructed," "attitude" can reinforce the aesthetic without being cliché if used thoughtfully.
• •Prioritize Authenticity Over Polish: While a luxury brand, the language should feel genuine and unpretentious. Avoid overly corporate or overly polished marketing speak. Let the quality and design speak, but with a confident, slightly understated edge.
• •Maintain a Consistent Lexicon Aligned with Brand Values: Regularly use words and phrases that echo rebellion, freedom, authenticity, and quality. Create a small "brand dictionary" of approved (and disapproved) terms to ensure consistency across all communications.

Social Perception

High-Quality & Luxurious, Edgy & Fashion-Forward, Rebellious & Unique, Expensive, Authentically Worn, Sustainability Awareness Growing

Copy Examples

• •Normality is a paved road: comfortable to walk, but no flowers grow. R13. Dare to stray.
• •Crafted, not just made. Worn, not just owned. This is your second skin. R13.
• •They told you to fit in. We design for the ones who stand out. R13: Unapologetically You.
• •Beyond trends. Beyond expectations. Just pure, raw, R13 energy.
• •Engineered for the wild, the misfits, the free thinkers. This isn't just denim. It's a statement. R13.