Brand Tone

Aspirational, professional, and rugged, blending concepts of high performance with premium quality and a performance-driven ethos.

Brand Values

• •Patriotism and American Manufacturing
• •Support for the Service Community
• •Giving Back through the Ascend Together Initiative
• •Quality and Innovation in textile technology
• •Integrity, Ingenuity, Resilience, and Cohesion

Best Practices

• •Lead with the "Why": Every piece of copy should connect back to the brand's core mission: serving heroes, building quality gear, and giving back. Start with the purpose—whether it's the veteran-owned story or the "Made in the USA" promise—before diving into product features.
• •Use Aspirational & Active Language: Employ strong, active verbs and aspirational adjectives. Words like "Forge," "Conquer," "Unrivaled," "Ultimate," and "Engineered" reinforce the brand's premium, high-performance identity. Avoid passive or overly casual language.
• •Balance "Luxurious" and "Hard-Use": Always bridge the gap between comfort and durability. When mentioning the soft, luxurious feel of the fabric, pair it with its strength, moisture-wicking capabilities, or its ability to withstand harsh conditions. This duality is the brand's unique selling proposition.
• •Speak Authentically to the Audience: Use terminology and scenarios that resonate with military personnel, first responders, and adventurers. Mentioning "regulation compliant," "staying tucked," and "no-chafe" shows a deep understanding of the customer's specific needs and builds instant credibility.
• •Highlight Community and Mission: Regularly feature the "Ascend Together Initiative" and partnerships in marketing materials. This is not just a footnote; it is a key brand value. Showcasing how each purchase contributes to a greater cause strengthens customer loyalty and brand perception.

Social Perception

The brand is perceived as authentic and trustworthy, particularly within the military and first responder communities, offering high-quality, durable, and comfortable products. It is also seen as community-focused, leveraging its veteran-owned status and partnerships to reinforce a mission-driven image.

Copy Examples

• •The Last Base Layer You’ll Ever Need. Forged in the field and built in the USA. The Catalyst Luxe SS isn't just a shirt; it's a commitment to performance. Made with ultra-soft, antimicrobial fabric that works as hard as you do. Stay focused on the mission, not your gear.
• •American Made. Operator Tested. Every stitch matters. That's why our gear is proudly crafted in our own US facility from 100% American materials. Built to be regulation compliant and tough enough for any challenge. Terra Arma: Uncompromising quality for those who serve.
• •More Than Apparel. It's a Lifeline. We’re a veteran-owned company dedicated to giving back. A portion of every purchase supports the Robert Irvine Foundation, empowering our nation's heroes and their families. Wear the gear that makes a difference.
• •Luxury Meets Durability. Who says tough can't be comfortable? Our proprietary Luxe Modal fabric offers an unrivaled silky-smooth feel with extreme durability. Experience the difference of high-performance gear designed for all-day comfort, no matter the situation.
• •Live Life Dialed to Eleven. From the front lines to the weekend adventure, our gear is built for those who push the limits. Unmatched performance, unbreakable style, and born from necessity. Don’t just wear your gear. Conquer in it.