Brand Tone

modern, stylish, and confident, with an undercurrent of street-smart sophistication and a nod to its innovative heritage. It's also aspirational yet accessible. For its newer athleisure line, the tone shifts to be more bold, individualistic, and slightly rebellious ("Not the popular choices").

Brand Values

• •Innovation
• •Comfort
• •Style & Design
• •Quality
• •Self-Expression & Individuality
• •Heritage & Authenticity
• •Effortless Practicality

Best Practices

• •Emphasize Effortless Style: Consistently highlight the ease and convenience of the laceless design combined with a strong style statement. Use words like "slip-on," "effortless," "uncomplicated," "freedom."
• •Showcase Quality & Craftsmanship: Subtly weave in mentions of premium materials (e.g., "genuine leather," "durable construction," "premium suede") and design details to reinforce the quality aspect.
• •Speak to Individuality: Encourage self-expression. Use language that empowers the customer to feel unique and confident in their style choices.
• •Maintain a Modern & Confident Voice: Keep the language contemporary, clear, and assured. Avoid overly casual slang unless specifically targeting the Y3K audience with the athleisure line, where a slightly edgier tone is appropriate.
• •Connect to Heritage (Subtly): Occasionally reference the brand's innovative origins and street culture roots to add depth and authenticity, without dwelling excessively on the past. Phrases like "Since 1996" or "The original laceless innovator" can be effective.

Social Perception

fashion-forward and innovative footwear brand that offers a unique alternative to traditional laced sneakers. Customers appreciate the comfort and distinctive style. It is seen as a brand with a history that has managed to stay relevant by evolving its designs while retaining its core identity. There's a perception of good quality and durability. The connection to street art and culture gives it an edgy, urban appeal. The newer "Not the popular choices" campaign for its athleisure line is likely building a perception of being a brand for individuals who want to stand out.

Copy Examples

• •Headline: Slip Into Street Style. Body: Royal Elastics: Decades of laceless innovation, designed for your now. Experience the perfect blend of effortless comfort and iconic design. Walk your own path.
• •Headline: Less Laces. More You. Body: Uncomplicate your style. Royal Elastics delivers premium, laceless footwear that moves with you. Express yourself without saying a word.
• •Headline: Crafted for Comfort. Designed to Turn Heads. Body: Why choose between comfort and style? With Royal Elastics, get premium leather, innovative design, and the freedom of laceless wear. Elevate your every day.
• •Headline (for Athleisure line): Not For The Mainstream. Made For You. Body: The Royal Elastics Athleisure series. Bold designs, next-gen comfort, and a statement that’s uniquely yours. Dare to be different. #NotThePopularChoices
• •Headline: The Original. Reimagined. Body: From Australian skate parks to global streets, Royal Elastics has been rewriting the rules of footwear since 1996. Discover the legacy of laceless style, updated for today’s creators.