Brand Tone

Effortlessly cool, trendy, and confident. Direct and uses contemporary, youth-oriented language. Casual and assumes a shared understanding of current fashion trends, with an undertone of exclusivity and in-the-know appeal.

Brand Values

• •Sustainability: Emphasizing products made from vintage jeans saved from landfill, explicitly linking environmental consciousness with style.
• •Individuality and Uniqueness: Celebrating the distinctiveness and character of each vintage, reworked piece.
• •Style and Trend-Forwardness: Rooted in current youth fashion, focusing on popular items and guiding customers to achieve desired looks.
• •Quality and Craftsmanship: Highlighting the design and intervention involved in reworking vintage materials into desirable new products.

Best Practices

• •Lead with Confidence: Use direct, declarative sentences. Avoid hesitant or overly descriptive language. The product's coolness should speak for itself.
• •Use Fashion Insider Language: Incorporate terms like "jorts," "baggy fit," "low-slung," and "szn" (season) to connect with a trend-aware audience.
• •Center Sustainability as a Style Choice: Always link sustainability to style. Use the "Sustainability is Sexy" mantra to frame eco-consciousness as an attractive, cool, and desirable trait.
• •Celebrate Uniqueness: Frame imperfections as features, not bugs. Use words like "unique," "one-of-a-kind," and "character" to describe the variations in vintage denim.
• •Be Direct and Helpful in a Casual Way: Provide clear, concise advice on sizing and fit (e.g., "For a lower, baggier fit, size up one"). This builds trust and positions the brand as an expert guide to achieving a specific aesthetic.

Social Perception

The brand is perceived as a go-to source for unique, on-trend vintage denim. There's high demand and a strong following, indicated by sold-out items and pre-orders. Its aesthetic is consistent across platforms, leveraging user-generated content and influencer-style posts to reinforce a cool, fashion-forward image. Customers are likely young, fashion-conscious individuals who value sustainability and uniqueness, and are savvy about buying repurposed clothing.

Copy Examples

• •Your summer uniform has arrived. We took two pairs of iconic vintage jeans, saved them from landfill, and created the ultimate statement jort. Contrast panels, baggy fit, endless attitude. Because being sustainable is always in style. Size up for that perfect low-slung look. Pre-orders open now. #SustainabilityIsSexy
• •Not your average denim shorts. We reworked vintage Levis and Wranglers to create the ultimate baggy short with a unique cross-over button style. Effortless, cool, and one-of-a-kind. Each pair has its own story. What will yours be? #VintageReworked #ShopChilli
• •Wear the difference. At SHOP CHILLI, we see treasure where others see trash. We rescue vintage denim from landfill and rework it into the styles you crave. Unique, sustainable, and always on-trend. Join the vintage revolution. #ReworkedDenim #SustainableFashion
• •That feeling when your jeans are vintage, reworked, and one-of-a-kind. @customer_handle showing us how it's done in our Crossover Jeans. Tag us in your #ShopChilli fit.
• •Perfectly Imperfect. Wondering about that small mark on your new favorite jeans? That's the story. Our denim is sourced from vintage stock, meaning every piece is unique and saved from landfill. Embrace the character—it's all part of shopping vintage and saving the planet.