Brand Tone

Aspirational, curated, confident, friendly, and customer-focused, using modern and direct language with streetwear and fashion vocabulary.

Brand Values

• •Quality and Curation
• •Sustainability
• •Community
• •Customer Confidence
• •Nostalgia and Future-Forward Style

Best Practices

• •Lead with Quality: Always emphasize the premium nature and high quality of the items. Use words like "premium," "curated," "hand-picked," and "exclusive" to reinforce this.
• •Tell a Story: Frame each piece not just as an old item of clothing, but as a unique part of fashion history with its own story. This adds value beyond the physical product.
• •Use a Confident and Aspirational Voice: The copy should inspire customers, making them feel like they are investing in a unique and stylish piece that sets them apart.
• •Highlight Sustainability Subtly: Weave the message of sustainable fashion into the narrative naturally. Focus on the longevity and second life of the garments.
• •Keep it Clean and Direct: While the brand is aspirational, the copy should be easy to understand. Be direct in calls-to-action ("Shop Now," "Explore the Collection") and clear about promotions and policies like the "stress-free returns."

Social Perception

Perceived as a specialized and leading retailer of premium vintage clothing in Australia/New Zealand, a reliable source for high-quality, branded vintage wear. Positioned at the higher end of the vintage market, focusing on exclusive items, with a generally fair public perception.

Copy Examples

• •Built to last. This ‘90s Nike piece isn’t just clothing, it’s a piece of history. One-of-one, just like you. Live on the site now. #VintageNike #Streetwear #RetrospectiveStore
• •Your Forever Wardrobe Awaits. Stop chasing trends. Start owning icons. Our latest drop of premium vintage from Carhartt, Nike, and Polo Sport is here. Each piece is hand-picked for its quality and story. Shop the collection now for styles that last.
• •Wear the change. Every piece from Retrospective Store keeps quality fashion in circulation and out of landfills. Styles of the past, curated for a better future. [Shop Sustainable Style]
• •The Archive is Open | 20% Off Storewide. We believe great style is timeless. For a limited time, access our curated archive of premium vintage with 20% off everything. Find that one-of-a-kind piece you’ve been searching for. Don’t wait—these items don’t stick around.
• •How to style a vintage gem. We paired this classic graphic tee with a relaxed-fit Carhartt pant for an effortless look. It’s not just about what you wear, but how you wear it. #VintageFashion #OOTD #CuratedStyle