Brand Tone

Creative & Expressive, Youthful & Energetic, Inclusive & Community-Focused, Confident & Unapologetic, Authentic & Grounded, Slightly Playful but Purposeful

Brand Values

• •Creativity
• •Community
• •Individuality & Self-Expression
• •Quality & Functionality
• •Collaboration
• •Inclusivity
• •Amsterdam Roots

Best Practices

• •Embrace the 'Creatives Are The New Athletes' Mantra: Frame challenges as creative hurdles, and apparel as the gear needed to overcome them.
• •Speak the Language of Your Community: Use terms and references that resonate with a young, culturally aware, and creative audience (e.g., 'squad,' 'hustle,' 'craft,' 'vibe'). Keep it authentic.
• •Highlight Collaboration and Community: Feature stories of artists, musicians, and other creatives. Use language that fosters a sense of belonging and shared purpose.
• •Be Visually Consistent with Your Words: Ensure the tone of the copy matches the aesthetic of the visuals. If the imagery is bold and artistic, the copy should be too. If it’s community-focused, the language should be inclusive.
• •Maintain an Authentic Amsterdam Connection: Subtly weave in references to the brand's roots and the city's creative energy, but make it relatable to a global audience.

Social Perception

Fashion-Forward & Trendy, Authentic & Credible, Community-Oriented, Aspirational yet Accessible, Good Quality

Copy Examples

• •Engineered for the everyday hustle, designed for the minds that never switch off. Our new [Collection Name] capsule is here – your uniform for thinking outside the lines. For the creators, the innovators, the new originals. Wear it loud. #TheNewOriginals #CreativesAreTheNewAthletes #Amsterdam
• •Beyond the Hype. Beyond the Expected. This is performance wear for the creative spirit. This is The New Originals. Explore the latest drop.
• •Your studio is your stadium. Your ideas are your game plan. The New Originals outfits the creative athlete in you. Discover gear that moves with your imagination. Shop Now & Join the TNO Squad.
• •Meet the Muse: [Artist's Name] on Craft, Community, and Amsterdam Grit | TNO Journal
• •The [Product Name] Jacket: More than an outer layer, it’s a statement. Built for Amsterdam streets and global stages. Functional details meet a clean aesthetic, giving you the freedom to create, explore, and just be. Made for movement, designed for you.