Brand Tone

Confident, Bold, Edgy, and Streetwise

Brand Values

• •Individuality & Self-Expression
• •Quality & Craftsmanship
• •Authenticity
• •Boldness & Standing Out
• •Inclusivity (Stated Mission)

Best Practices

• •Embrace Bold Language: Use strong verbs, confident declarations, and a touch of attitude. Avoid passive voice or overly cautious phrasing. Think "statement," "iconic," "fearless."
• •Highlight Individuality and Self-Expression: Frame products as tools for personal expression. Use phrases like "own your style," "define your look," "make it yours."
• •Maintain a Premium Feel (Even with Promotions): While advertising sales, ensure the language still reflects quality and desirability, not just cheapness. Focus on the value of acquiring a premium, stylish piece.
• •Stay Visually and Tonally Aligned: Ensure the copy complements the edgy, fashion-forward imagery used in visuals. The tone should feel authentic to the lifestyle portrayed.
• •Engage with an Edge on Social Media: When interacting with the community, maintain the confident and slightly rebellious tone. Use relevant slang or cultural references judiciously to connect with the target audience (especially younger demographics on platforms like Instagram and TikTok) while staying true to the brand's core identity.

Social Perception

Legacy & Recognition, Premium/Luxury Association, Polarizing Style, Resurgence with Y2K Trend, Street Cred & Status Symbol (in some circles), Concerns about Value and Customer Service

Copy Examples

• •Headline: Define Your Denim. Own Your Street. Body: True Religion Mexico isn't just jeans, it's a statement. Crafted for the bold, worn by the fearless. Shop the new collection and show the world who you are. #TrueReligionMX #OwnYourStyle
• •Headline: Beyond Basic. Beyond Compare. Body: Forget fitting in. True Religion denim is engineered to stand out. With our iconic stitch and unparalleled quality, make every sidewalk your runway. Discover the difference. #BeIconic #TrueDenim
• •Headline: The Legend is Back. And It's Louder Than Ever. Body: That Y2K vibe you crave? We invented it. True Religion brings back the audacious spirit of denim with a fresh edge for today's streets. Feel the legacy, create your own. #TrueReligionRevival #StreetLegacy
• •Headline: Not For The Faint of Heart. Body: This is True Religion. Premium denim built with attitude. If you're ready to turn heads and break rules, you're in the right place. Explore styles that speak volumes. #DareToBeTrue #DenimDomination
• •Headline: From LA Streets to Your Wardrobe. Body: Get that authentic, confident True Religion look, now in Mexico. Premium materials, iconic designs, and the attitude to match. Level up your denim game. #TrueStyleMX #LAFlair