Brand Tone

Authentic, Knowledgeable/Expert, Understated Cool, Passionate, Approachable

Brand Values

• •Quality & Craftsmanship: Prioritizing well-made garments from reputable Japanese and international brands known for their meticulous construction and durable materials.
• •Heritage & Authenticity: Celebrating the history and stories behind the brands and styles they carry, particularly Japanese workwear and selvedge denim.
• •Durability & Longevity: Offering products built to last and providing repair services to extend the life of cherished denim pieces.
• •Customer Service & Expertise: Providing knowledgeable advice and excellent customer support, including specialized repair services.
• •Curated Selection: Carefully selecting unique and often rare items that appeal to a discerning customer base interested in timeless style over fast fashion.

Best Practices

• •Embrace Storytelling: Go beyond just listing product features. Share the history of the brands, the inspiration behind designs (like Radiall's connection to car culture and music), or the process of craftsmanship. This builds authenticity and passion.
• •Use Specific, Evocative Language: Instead of generic terms, use words that convey quality and sensory details, e.g., "heavyweight twill," "slowly woven," "crisp selvedge," "vintage Singer 47w70." This reflects expertise.
• •Maintain a Balance of Respect and Approachability: While dealing with high-end, heritage products, keep the language accessible. Avoid overly technical jargon unless explained. The tone should be like a knowledgeable friend sharing their passion, not an aloof expert. Customer reviews highlight "excellent service," which should translate to the copy.
• •Show, Don't Just Tell, Quality: Highlight the details that signify craftsmanship – the type of cotton, the stitching, the hardware, the dyeing process. This reinforces the value of quality. The TikToks showing denim repairs do this visually.
• •Be Consistent Across Platforms: While the style of content might vary (e.g., more behind-the-scenes on TikTok), the core tone – authentic, knowledgeable, passionate, understated cool, and approachable – should remain consistent across the website, Instagram, Facebook, and any other communication channels. This builds a strong, recognizable brand identity.

Social Perception

A Destination for Quality Japanese Denim & Heritage Wear, Expert & Trustworthy, Unique & Cool, Reliable & Customer-Focused, Knowledgeable & Passionate Retailer

Copy Examples

• •Fresh from Japan: The latest [Brand Name] 15.5oz selvedge. Woven slowly, built to fade beautifully, and ready for your story. Each pair tells a tale of traditional craftsmanship meeting modern dedication. Swing by the store or find your fit online. #UraharaStore #JapaneseSelvedge #DenimHeritage #BuiltToLast
• •Beyond the Seams. Our expert denim repair service breathes new life into your most loved jeans. From precise darning to authentic chain stitch hemming on our vintage Union Special. Because good denim deserves a long life. [Link to Repair Service Page] #DenimRepair #UraharaCare #SelvedgeSavior
• •URAHARA Presents: Radiall - Tokyo's Heartbeat. Dive into Radiall's world, where American car culture, roots music, and meticulous Japanese craftsmanship collide. Each piece, from heavyweight twills to graphic tees, tells a story of subculture and quality. Explore the new collection and discover the dedication behind the design. #Radiall #JapaneseStreetwear #UraharaSelects
• •Cam's pick of the week: [Brand] jacket, [Brand] denim, and classic [Brand] boots. Timeless style, built for the everyday. What are your go-to pieces? Let us know below! #UraharaFits #MenswearMelbourne #JapaneseFashion #StreetwearStyle #OOTD
• •The hum of the Union Special, the smell of fresh denim, and a new drop from [Brand Name] just landed. Our doors at 3 Johnston Street, Collingwood are open. Come talk denim, explore the latest arrivals, or just say hi. We're here for it. #UraharaMelbourne #Community #JapaneseDenim #NewArrivals