Brand Tone

Straightforward, authentic, product-focused, descriptive, functional. The voice is that of a knowledgeable vintage curator who is passionate about the items they source, aiming to inform the customer about the product's condition, size, and unique characteristics.

Brand Values

• •Uniqueness and Individuality
• •Curated Quality
• •Authenticity
• •Customer Service

Best Practices

• •Lead with Authenticity: Always use clear, honest descriptions. Highlight the vintage nature of the item, including any minor signs of wear, as this builds trust and manages expectations.
• •Focus on "One-of-a-Kind": Emphasize the exclusivity of each item in your copy. Use phrases like "The Only One," "Your New Go-To," and "A Rare Find" to create a sense of urgency and highlight the core value of uniqueness.
• •Keep it Simple and Scannable: Use clear headlines, bullet points for measurements and condition, and straightforward language. The customer is there for the product; make the information easy to digest.
• •Tell a Micro-Story: Briefly mention the era (e.g., "Classic 90s fit," "Y2K essential") to help the customer visualize the item's history and style. This adds value beyond just the physical product.
• •Maintain a Consistent Voice Across Platforms: Whether writing a description for the main website, Etsy, or Depop, the tone should remain the same: that of a knowledgeable, trustworthy vintage expert. This consistency builds brand recognition and reliability.

Social Perception

Largely positive; viewed as a reliable and trustworthy source for vintage clothing. Customers frequently praise speed of delivery, item quality, and description accuracy. There are minor negative issues noted recently on Depop regarding sizing or missing items, but these are exceptions. The perception is transactional but favorable, with limited emotional or community-based connection due to minimal social media presence.

Copy Examples

• •Wear a story. Our curated vintage collection features one-of-a-kind pieces you won't find anywhere else. Stand out from the crowd.
• •A true 90s original. This vintage Nike sweatshirt features the iconic embroidered swoosh and has been perfectly faded by time for an authentic look. Condition is excellent, with no major flaws. Your new favorite sweatshirt is waiting.
• •New Drops: Vintage Adidas, Carhartt & More Inside
• •Built for warmth, back in the day. Explore our collection of hand-picked vintage fleeces from iconic brands. Perfect for layering, ready for adventure.
• •ragkid was born from a passion for the unique and the timeless. We scour the UK for iconic vintage and streetwear pieces, carefully selecting every item for its character and quality. We believe style is individual, and our mission is to bring you the clothes that tell your story.