Brand Tone

Curated & Discerning, Knowledgeable & Passionate, Authentic & Community-Focused, Sophisticatedly Understated, Contemporary & Forward-Thinking

Brand Values

• •Quality & Craftsmanship
• •Curation
• •Authenticity
• •Community Building
• •Customer Experience
• •Storytelling

Best Practices

• •Emphasize Curation and Quality: Always highlight the meticulous selection process and the superior craftsmanship of the products. Use descriptive language that speaks to material, origin, and design intent.
• •Be Knowledgeable and Informative: Share insights about the brands, the history of certain styles, or the technology behind products. Position the brand as an authoritative voice in the field.
• •Maintain an Understated Sophistication: The language should be intelligent and articulate but avoid being overly verbose or pretentious. Let the quality of the products and the clean visuals do much of the talking.
• •Foster Community and Authenticity: Speak directly to the audience's passion. Use language that resonates with those who are genuinely interested in contemporary menswear and sneaker culture. Encourage interaction and share user-generated content where appropriate.
• •Visual Storytelling Alignment: Ensure that the copy consistently complements the high-quality, clean, and often minimalist aesthetic of UP THERE's photography and videography. The words should enhance the visual narrative, not detract from it.

Social Perception

UP THERE is widely perceived as a leading menswear and sneaker boutique in Melbourne and Australia, known for its exclusive and high-quality offerings. Customers view it as a trusted source for hype releases and unique global brands. The brand is seen as influential in Melbourne's fashion scene, often an early introducer of trends and international labels.

Copy Examples

• •Engineered for the journey, designed for discovery. The latest from Salomon has arrived at UP THERE. Explore footwear that blends technical performance with a refined aesthetic. Shop the collection online and in-store.
• •At UP THERE, we seek out stories woven into fabric. Kapital's dedication to traditional craftsmanship and innovative design resonates with our core. Discover pieces that are more than just garments—they're narratives. Explore Kapital.
• •UP THERE x [Collaborator Brand]: A shared vision, meticulously crafted. This limited collection drops [Date]. Join our community for early access and be part of the story. #UpThereCollab
• •Beyond the Hype: Understanding the enduring appeal of the ASICS GEL-LYTE III. Dive into our latest Journal post as we explore its history, design, and cultural impact. Read more via link in bio.
• •More than a store, it's a destination. Experience UP THERE on Flinders Lane. Discover curated menswear, connect over coffee, and immerse yourself in a space designed to inspire. Your journey into considered style starts here.