Brand Tone

Knowledgeable, Enthusiastic, and Appreciative.

Brand Values

• •Authenticity & Heritage
• •Quality & Curation
• •Accessibility
• •Customer Connection & Service
• •Sustainability

Best Practices

• •Lead with the Story: Always frame the product within its historical context. Don't just list features (e.g., "denim jacket"); tell its story (e.g., "A 70s icon, built for rebellion and made to last"). This reinforces the value of authenticity.
• •Use an "Expert-Friend" Tone: Combine deep knowledge with approachable, enthusiastic language. Share technical details (like stitching type or fabric origin) but explain why they matter in a way that feels like a cool friend sharing a secret.
• •Emphasize Curation and Quality: Use words that convey a sense of careful selection, such as "hand-picked," "curated," "meticulously inspected," and "expertly cleaned." This justifies the premium price point and builds trust.
• •Create a Unique Vocabulary: Consistently use brand-specific terms. "Furugi" is a great start. Phrases like "Continue the story," "Wearable history," and "Heritage, reborn" can become part of the brand's lexicon, creating a distinct and memorable voice.
• •Be Transparent and Appreciative: Maintain honesty about the condition of used items, framing imperfections as part of their unique character. Always express gratitude, whether it's for a purchase, a follow, or a comment. This builds a positive community around the brand.

Social Perception

JAM is perceived as a top-tier, trusted, and reliable source for authentic, high-quality vintage clothing with an excellent selection and fast international shipping. While prices can be high, customers recognize the value of curated pieces.

Copy Examples

• •The Oxford That's Lived a Life. Some shirts just get better with time. This 90s-era Ralph Lauren Classic Fit isn't just cotton—it's a story. Perfectly worn-in with a character you can't buy new. Imagine the places it's been, now imagine where you'll take it. A true wardrobe staple, waiting for its next chapter. #PoloRalphLauren #VintageStyle #90sFashion #Furugi
• •70,000 Stories. One Destination. Authentic vintage, curated in Japan and delivered to your door. Shipping is always on us.
• •Fresh Finds From the 70s, 80s & 90s Are Here.
• •We are JAM. For us, "furugi" (used clothing) is more than a business—it's a passion for preservation. Our journey began with a simple belief: every garment has a soul. Our buyers travel the globe to hand-select pieces with history and character, and our team in Japan carefully prepares each one, ensuring its story is ready to continue with you. This isn't just second-hand; it's heritage, reborn.
• •On-screen text: They DON'T make them like this anymore. Voiceover: "Stop scrolling. You're looking at a piece of denim history from the 1970s. Here are three details that make this jacket a collector's item..."