Brand Tone

Authentic, No-Nonsense/Straightforward, Durable/Rugged, Heritage-Driven, Understated Confidence, Practical/Utilitarian

Brand Values

• •Quality Craftsmanship
• •Durability
• •Authenticity
• •American Made
• •Heritage
• •Functionality/Utility
• •Timelessness

Best Practices

• •Lead with Heritage and "Made in USA": Consistently reference the 1972 founding and Texas manufacturing. This is a core differentiator and resonates strongly with the target audience.
• •Use Simple, Direct Language: Avoid overly trendy slang, jargon, or elaborate prose. Focus on clear, concise descriptions of materials, construction, and utility. Let the product's inherent quality do the talking.
• •Emphasize Durability and Functionality: Words like "rugged," "durable," "hard-wearing," "heavy-duty," "functional," and "utility" should be staples in the brand’s vocabulary. Detail specific features that contribute to this (e.g., "triple-stitched seams," "bar-tacked stress points").
• •Maintain an Authentic, Grounded Voice: The tone should feel honest and unpretentious. Avoid hyperbole. The brand's confidence comes from its history and product quality, not flashy marketing.
• •Showcase Timelessness Over Trends: Position products as enduring classics rather than chasing fleeting fashion moments. Highlight how the styles have remained relevant and functional for decades.

Social Perception

Reliable and Trustworthy, Authentic Workwear Authority, Good Value, Classic and Timeless, Niche but Respected, Growing Appreciation

Copy Examples

• •Headline (Product Focus): The Original Fatigue. Still Made in Texas. Still Built to Last. Body: Since 1972, our iconic fatigue pants have been crafted with the same dedication to durability and authentic design. Heavy-duty cotton sateen, reinforced seams, and a fit that’s ready for anything. This isn’t just a pant; it's a piece of Stan Ray history.
• •Headline (Heritage Focus): Crockett, Texas. Our Home. Your Guarantee of Quality. Body: For over 50 years, every Stan Ray garment has been proudly cut and sewn in our family-owned Texas factory. We believe in honest work, lasting quality, and gear you can depend on. That’s the Stan Ray promise.
• •Headline (Durability/Benefit Focus): Wear It In. Don't Wear It Out. Body: Stan Ray workwear is designed for life’s demands. From the job site to the open road, our garments are constructed from robust materials meant to get better with age. Invest in gear that works as hard as you do.
• •Headline (Simplicity/Authenticity Focus): No Frills. Just Function. Body: We build clothes for purpose, not for show. Clean lines, essential features, and the rugged reliability you expect from Stan Ray. Discover timeless utility for your everyday.
• •Headline (Social Media Vibe): Built for the Grind. Styled for Life. Body: From tough jobs to weekend explorations, Stan Ray essentials like our Painter Pants and Shop Jackets deliver unmatched durability and classic American style. #StanRayUSA #MadeInUSA #Workwear