Brand Tone

Knowledgeable & Authoritative, Welcoming & Inclusive, Discreet & Professional, Confident & Edgy, Community-Oriented

Brand Values

• •Quality Craftsmanship
• •Authenticity
• •Expertise & Guidance
• •Inclusivity & Acceptance
• •Discretion & Trust
• •Community Support

Best Practices

• •Emphasize Expertise Confidently: Use language that reflects deep knowledge of fetish wear, materials, and practices without being intimidating. Highlight the brand's heritage and experience.
• •Maintain a Welcoming and Inclusive Voice: Address both newcomers and experienced individuals. Avoid jargon where simpler terms suffice, or briefly explain niche terms if necessary. Stress the "no judgment" and supportive environment.
• •Be Direct but Discreet: When describing products, be clear about their function and appeal, but always maintain a professional and respectful tone. Acknowledge the intimate nature of the products with mature language.
• •Focus on Quality and Authenticity: Regularly mention the craftsmanship, materials, and durability of the products. Connect these attributes to the satisfaction and experience they provide.
• •Foster Community and Empowerment: Use language that speaks to shared identity and exploration. Frame products not just as items, but as tools for self-expression and fulfilling desires within a supportive community.

Social Perception

REGULATION is generally perceived very positively within its target community as a reputable and established "fetish supermarket" and a key destination for kink and fetish gear in London. Customers appreciate the quality of products, the extensive selection, and the expertise of the staff. The brand is viewed as welcoming, discreet, and professional, fostering a comfortable environment for exploring fetish lifestyles. It has a strong reputation for customer service, with many reviewers highlighting helpful and friendly interactions. The move to Soho was seen as a positive step, aligning the brand with the heart of London's gay scene.

Copy Examples

• •Headline: Unleash Your Alter Ego. Quality Gear, Expertly Crafted. Body: For over 35 years, REGULATION has been the trusted source for authentic fetish wear and streetwear. Explore our curated collection of leather, latex, and BDSM essentials, all designed for expression and endurance. Our knowledgeable team is here to guide you.
• •Headline: Soho's Heart of Kink. Your Journey Starts Here. Body: New to the scene or a seasoned connoisseur? REGULATION in Soho offers a welcoming, discreet space to discover high-quality fetish gear. From bespoke leather to essential toys, find everything you need to explore your desires with confidence.
• •Headline: Crafted for Play. Built to Last. Body: At REGULATION, quality isn't just a promise, it's our foundation. Our London workshop and curated brands deliver fetish wear that meets the highest standards of design and durability. Invest in gear that’s as serious about play as you are.
• •Headline: Beyond the Hanger: Service, Discretion, Expertise. Body: Shopping for fetish wear should be an empowering experience. The REGULATION team offers professional advice and a discreet environment, ensuring you find exactly what you’re looking for. Visit us online or in our Soho store.
• •Headline: The Scene's Foundation. REGULATION Since 1991. Body: We're more than just a store; we're a cornerstone of the fetish community. REGULATION proudly offers an extensive range of authentic gear, backed by decades of experience and a passion for the lifestyle. Explore with us.