Brand Tone

Accessible Expert. Confident, aspirational, inclusive, helpful, empowering, focusing on self-expression and individuality, balanced with practical, value-driven messaging.

Brand Values

• •Craftsmanship & Quality
• •Accessibility & Fair Pricing
• •Personalization & Self-Expression
• •Customer-Centricity
• •Longevity & Anti-Fast Fashion

Best Practices

• •Lead with Empowerment: Always frame the narrative around the customer's self-expression. Use words like "your," "custom," "unique," and "tailored" to emphasize that they are the co-creator of the final product.
• •Balance Craftsmanship with Value: Consistently pair messaging about high-quality materials and handmade artisanship with the "fair price" benefit of the DTC model. This reinforces the core value proposition and manages expectations.
• •Speak as the Accessible Expert: Offer style guidance and explain the benefits of different leathers and cuts. The tone should be knowledgeable and confident, building trust in the bespoke process without being exclusionary or elitist.
• •Tell the Story of Longevity: Position the jackets as lifelong companions, not seasonal trends. Use storytelling that evokes durability, timelessness, and the idea of a jacket that becomes part of the owner's story, contrasting with the fast-fashion cycle.
• •Showcase Social Proof and Inclusivity: Regularly feature user-generated content and highlight the vast range of styles and sizes available, including fully custom options. This demonstrates that the brand is for "everyone" and that real customers are happy with their purchases.

Social Perception

Perceived as the leading online destination for affordable, custom-fit leather jackets. A legitimate and valuable alternative to both high-priced luxury and low-quality fast fashion, delivering excellent value for money despite occasional minor quality issues or longer shipping times for custom orders.

Copy Examples

• •Your Jacket, Your Rules. Let's Create It.
• •Stop searching for the perfect leather jacket. Start creating it. With our bespoke service, you choose the leather, the cut, and the details. Handmade from premium materials and tailored to your exact measurements. This isn't off-the-rack. This is you. #TheJacketMaker #BespokeLeather
• •The Luxury of Bespoke. The Honesty of Direct-to-Consumer.
• •More than just a jacket, the 'Rebel' is a second skin. Crafted from buttery full-grain sheepskin that ages beautifully with every wear, its iconic asymmetrical zip and tailored fit are just the starting point. Customize it to your measurements and make our legacy design uniquely your own.
• •Still thinking about it? A perfect-fitting leather jacket is a timeless investment in your style. We cut out the middlemen to bring you superior craftsmanship without the luxury markup. Let our design consultants help you create the jacket you've always wanted.