Brand Tone

The predominant tone is aspirational, sophisticated, and authoritative. It speaks to the modern gentleman who values tradition, quality, and presenting a sharp, put-together image, guiding them on their journey to sartorial excellence with a confident and direct language.

Brand Values

• •Quality Craftsmanship
• •Timeless Style
• •Affordability and Accessibility
• •Confidence and Success
• •Customer Satisfaction

Best Practices

• •Maintain the "Fatherly" Voice: All copy should exude confidence, wisdom, and a touch of mentorship. Use declarative sentences and offer advice, not just product features.
• •Focus on Aspiration and Achievement: Connect the products to success, confidence, and making a powerful impression. The copy should inspire customers to be their best selves.
• •Emphasize Quality and Tradition: Consistently mention the quality of materials and the timeless nature of the designs. This reinforces the value proposition.
• •Keep it Sophisticated and Clean: Avoid slang, overly casual language, or humor that might detract from the brand's authoritative and polished image.
• •Use Strong, Action-Oriented Language: Employ powerful verbs and a direct tone to guide the customer and create a sense of decisiveness and authority.

Social Perception

The brand is perceived as a go-to online destination for men's suit accessories, with curated collections and a 'fatherly' advice persona that resonates with men seeking guidance in building a professional and stylish wardrobe. It positions itself as a knowledgeable and trustworthy figure in men's fashion, catering to men looking to elevate their style.

Copy Examples

• •Command the Room. Your tie should speak for you before you do. Shop our collection of power ties.
• •The difference between dressed and well-dressed is in the details. Our handmade silk pocket squares are the final touch of distinction for the man who leaves nothing to chance.
• •A legacy of style starts with a single, perfectly chosen accessory. What will your signature piece be? #TheSuitFather #MensStyle #Gentleman
• •Don't Just Wear a Suit. Own It.
• •For the moments that matter. Arrive prepared. Arrive in style.