Brand Tone

Authentic & Proud, Community-Centric & Inclusive, Aspirational & Energetic, Direct & Confident

Brand Values

• •Heritage & Authenticity
• •Community
• •Quality & Style
• •Purpose & Giving Back

Best Practices

• •Lead with Storytelling: Every piece of copy, from a product description to a social media post, should connect back to the core story of Brooklyn. Share anecdotes, historical facts, or cultural references that inspired a particular design. This reinforces the "Heritage" value.
• •Champion the Community: Actively use the "WHAT'S YOUR BROOKLYN STORY" feature. Regularly feature customer stories and photos (with permission) on social media. When responding to comments, use the same authentic, proud tone, making followers feel like part of the "family".
• •Use "You" and "We" to Foster Connection: Frame the brand as a collective. Use "we" to talk about the brand's mission and "you" to invite the customer into that mission. Language like "Join us," "Be part of the lifestyle," and "Show the world what you're made of" creates a powerful, inclusive dynamic.
• •Emphasize Quality and Authenticity: Consistently mention the quality of materials and the local-inspired design process. This justifies the price point and builds trust. The founders' background as textile veterans is a powerful point of authenticity to leverage.
• •Keep the Language Bold and Uncomplicated: Avoid overly complex or corporate jargon. The brand's voice is confident and direct. Short, impactful sentences and proud statements will resonate more effectively with the target audience than passive or overly descriptive language.

Social Perception

The social perception appears positive, though currently limited in scope. Customer reviews are uniformly positive, praising product quality and aesthetic. The brand is a growing niche entity, aligning with the trend of authentic local brands scaling digitally. Social media engagement is modest, indicating potential for growth in community interaction, but the narrative strongly resonates with appreciation for local culture and roots.

Copy Examples

• •This borough is in our blood. Its stories are woven into every thread. This isn't just a hoodie; it's a piece of home. Wear it with pride. #RootsOfBrooklyn #BrooklynCulture #TheHistoryThePeopleTheCulture
• •More than just a t-shirt, this is your uniform for the streets of BK. Crafted from premium, comfortable cotton that’s built to last, it features our signature credo: 'THE HISTORY THE PEOPLE THE CULTURE'. It’s a statement piece for those who carry the borough's energy wherever they go. Be part of the legacy.
• •This Isn't Just Apparel. It's Your Brooklyn Story.
• •From the stoop to the skyline, Brooklyn has a vibe you can't fake. We’ve captured it in a collection that’s as authentic as the borough itself. Shop ROOTS OF BROOKLYN and wear the energy that defines us. Free U.S. shipping on orders over $100.
• •ROOTS OF BROOKLYN: A Community Lifestyle Brand. Uniting People Through Style and Heritage. Join the Movement.