Brand Tone

Confident & Understated, Authentic & Knowledgeable, Premium & Enduring, Approachable & Community-Oriented, Slightly Edgy & Cool

Brand Values

• •Quality Craftsmanship
• •Timeless Style
• •Comfort
• •Authenticity/Storytelling
• •Community & Collaboration
• •Made in USA/Local Production

Best Practices

• •Focus on Quality & Craftsmanship: Always highlight the superior materials, construction details, and 'Made in LA' aspect. Use words like 'premium,' 'crafted,' 'heavyweight,' 'durable.'
• •Emphasize Timelessness over Trends: Position products as long-lasting staples rather than fleeting fads. Use phrases like 'modern essentials,' 'timeless design,' 'built to last.'
• •Maintain a Confident, Understated Voice: Let the product quality speak for itself. Avoid excessive hype or overly casual slang. The tone should be assured but not arrogant.
• •Tell a Story (When Appropriate): Share the narrative behind collections, collaborations, or the brand's philosophy. Connect with the audience on a deeper level than just the product.
• •Be Authentic and Relatable: While premium, the brand is for everyday wear. Use language that resonates with a discerning customer who values quality, comfort, and effortless style. Reflect the LA-rooted, cool, yet approachable vibe.

Social Perception

High-Quality Basics, Good Fit & Comfort, Premium (and sometimes pricey), Reliable & Enduring, Cool & Respected, Good Customer Service

Copy Examples

• •Headline: Crafted in LA. Designed for Life. Body: Our Standard Tee isn't just a t-shirt. It's a commitment to timeless style and enduring quality. Made from premium, heavyweight cotton that gets better with every wear. Experience the difference. Call to Action: Shop The Standard.
• •Headline: Beyond Basic. Built to Last. Body: Forget fast fashion. STANDARD ISSUE TEES are an investment in your everyday. Premium materials, meticulous LA craftsmanship, and a fit you can rely on, wash after wash. Call to Action: Discover Your Essentials.
• •Headline: The Foundation of Your Wardrobe. Body: From the perfect tee to the ultimate sweats, we create the understated essentials that form the backbone of authentic style. Quality you can feel, made right here in California. Call to Action: Explore New Arrivals.
• •Headline: Effortless Style. Elevated Comfort. Body: Our latest collection is designed for how you live. Premium fabrics, relaxed silhouettes, and the quality you expect from STANDARD ISSUE. Made for your everyday, elevated. Call to Action: View The Lookbook.
• •Headline: More Than Apparel. It's a Standard. Body: We believe in honest craftsmanship and timeless design. Each piece is thoughtfully made in Los Angeles, ensuring quality that speaks for itself. Join a community that values the genuine. Call to Action: Learn Our Story.