Brand Tone

authentic, passionate, community-focused, and deeply rooted in skate culture

Brand Values

• •Community
• •Authenticity & Heritage
• •Quality & Expertise
• •Passion for Skateboarding
• •DIY Ethos & Creativity
• •Inclusivity & Support

Best Practices

• •Use authentic skateboarding terminology and slang where appropriate, but ensure it's natural and not forced. The voice should be knowledgeable and passionate, like talking to a fellow skater.
• •Regularly weave in mentions of Slam City's heritage, its role in the London skate scene, and its commitment to the community. This reinforces authenticity and connection.
• •Reflect the diverse nature of skateboarding. Highlight stories, support initiatives, and ensure messaging feels welcoming to all skateboarders.
• •Let the genuine love for skateboarding shine through. Copy should feel enthusiastic and engaged with the culture, whether talking about new products, events, or skate history.
• •While professional, avoid overly corporate or polished language. Keep a slightly raw, independent, and genuine feel that harks back to skateboarding's counter-culture origins and Slam City's own beginnings.

Social Perception

Slam City Skates is overwhelmingly perceived positively by customers and the wider skateboarding community. They are seen as a legendary and iconic skate shop in London and the UK.

Copy Examples

• •Headline: Rooted in London. Rolling Since '86. Body: From the basement beats of Rough Trade to the heart of East London, Slam City Skates has been the backbone of UK skateboarding for over three decades. Gear up with the best, from those who know. #SlamCitySkates #Since1986 #UKSkateScene
• •Headline: More Than a Shop. It's a Community. Body: We've been serving London's skaters since day one – supporting local talent and stocking the gear that keeps you pushing. This isn't just our store, it's yours. Come find your next setup. #SlamCityFamily #LondonSkateboarding
• •Headline: The Real Deal. No Gimmicks. Body: Authentic skate gear from brands that define the culture. Expert advice from riders who live it. At Slam City, it's all about skateboarding, pure and simple. Shop online or drop by our East London store. #TrueToSkateboarding #SlamCity
• •Headline: Still Got That Fire. 35+ Years Strong. Body: Decades deep and still pushing the limits. From iconic collabs to the freshest drops, Slam City Skates brings you the heritage and the heat. What are you riding next? #SkateCulture #LondonOriginal
• •Headline: Your Board. Your Story. Starts Here. Body: Whether you're stepping on a board for the first time or a seasoned vet, we’ve got the hardware and apparel to match your journey. Need advice? Our crew is always ready to help you build your perfect setup. #SlamCitySkates #SkateEverything