Brand Tone

Passionate & Enthusiastic, Authentic & Genuine, Friendly & Approachable, Knowledgeable & Curatorial, Understatedly Cool & Stylish, Community-Oriented

Brand Values

• •Quality & Craftsmanship
• •Sustainability
• •Authenticity & Independence
• •Timeless Style
• •Customer Experience & Passion
• •Community

Best Practices

• •Speak from Passion: Let genuine enthusiasm for the products, their origins, and craftsmanship shine through. Use evocative language that describes the feel, make, and durability of items.
• •Prioritize Authenticity: Avoid overly salesy or hyped-up language. Be direct, honest, and transparent about the brands and products. Share the "why" behind the curation.
• •Be Approachable and Friendly: Use a conversational style. Imagine talking to a customer in-store. Phrases like "come by & have a peruse or just a general gas" set a welcoming tone that can be translated into written copy.
• •Educate and Inform: Share details about the materials, construction, and the story behind the brands. This reinforces the value of quality and craftsmanship.
• •Emphasize Timelessness and Durability: Consistently weave in the message of investing in pieces that last, contrasting with fast fashion. Use phrases that suggest longevity, heritage, and enduring style.

Social Perception

As a Unique Retail Destination, As Experts in Their Field, As Champions of Quality over Quantity, As a Welcoming and Friendly Establishment, As a "Must-Visit" in Wellington

Copy Examples

• •Built for seasons, not just moments. This [Jacket Name] from [Brand Name] isn't about chasing trends; it's about investing in enduring style and rugged quality. Crafted from [mention material, e.g., Japanese selvedge denim / waxed canvas] with details that speak to true craftsmanship. Feel the difference. Wear the story. Available in-store and online now. #thatwasthenthisisnow #WellingtonStyle #Workwear #BuiltToLast #QualityGoods
• •More than just a haircut, it's a tradition refined. At That Was Then, This Is Now, Tom and Ben offer premium grooming with a genuine, relaxed vibe. From classic cuts to the cleanest fades, step in and experience the craft. Book your spot or swing by 57 Ghuznee St – always up for a good chat. [Link to booking] #WellingtonBarber #MensGrooming #TraditionalBarber #Poneke #QualityCuts
• •Curated for a life well-lived. We believe in clothing with character, made by people who care. Discover independent brands, timeless design, and pieces that will journey with you for years to come. That Was Then, This Is Now – For the love of quality and craft. [Shop Men's] [Shop Women's]
• •Tired of the throwaway? So are we. Our collection is a stand for quality, durability, and the makers who believe in doing things right. These aren't just clothes; they're future heirlooms, crafted with respect for people and process. Explore pieces with purpose at That Was Then, This Is Now. #SustainableStyle #IndependentBrands #Craftsmanship
• •This piece was chosen for its story, its make, and its ability to get better with age. Like all things at That Was Then, This Is Now, it’s about quality that endures. Wear it well.