Brand Tone

artistic, confident, and expressive

Brand Values

• •Creativity and Expression
• •Comfort and Wearability
• •Quality and Craftsmanship
• •Community and Authenticity
• •Love

Best Practices

• •Lead with "Love and Expression": Always tie the brand's narrative back to its core values. Start with the "why"—the love for creativity, comfort, and expression—before detailing the "what" (the product features).
• •Emphasize the Silhouette: The "voluminous," "wide," and "baggy" silhouette is the brand's unique selling proposition. Use descriptive and confident language to own this style and make it aspirational.
• •Use Authentic, Community-Centric Language: Speak like the Melbourne fashion community. Use terms like "damn good pants" (as quoted by partners) and leverage the authentic excitement seen in social media comments. Keep the tone grounded and relatable.
• •Highlight "Made in Melbourne": The brand's local origin is a key part of its identity and a signifier of quality and authenticity. Mentioning its Melbourne roots should be a consistent element in bios, product descriptions, and brand stories.
• •Be Minimalist but Intentional: Just like the website's clean lookbook, the copy should be uncluttered. Every word should serve a purpose, whether it's to evoke a feeling of comfort, highlight a design detail, or reinforce the brand's creative ethos. Avoid generic marketing jargon.

Social Perception

A cool, emerging, and authentic Melbourne fashion label, known for high-quality, uniquely voluminous pants that make a statement. Perceived as a desirable independent brand with credibility, praised for its unique fit and style.

Copy Examples

• •Designed from Love. Worn with Expression. Torc Blooming is more than a silhouette—it's a feeling. Explore our latest collection of voluminous pants and denim, made in Melbourne.
• •Go wide or go home. Our Annular Pant is engineered for comfort and designed for expression. Crafted from heavyweight cotton with a signature voluminous fit. Available now. #TorcBlooming #MadeInMelbourne #WideLegPants
• •Meet your new favorite jeans. The August Denim is built on a love for creativity and everyday comfort. Featuring a signature wide-leg silhouette, oversized front pleats, and raw 13.5oz cotton, these aren't just pants—they're a statement. Feel good in what you wear.
• •For the Love of Denim | The Torc Blooming Catalogue
• •Torc Blooming Pants | Voluminous & Expressive Fits | Shop The Melbourne Label