Brand Tone

Vibrant & Expressive, Culturally Conscious & Appreciative, Artistic & Creative, Sophisticated & Stylish, Passionate & Story-driven

Brand Values

• •Cultural Fusion: Merging African textile traditions with Italian craftsmanship and a Parisian birth.
• •Quality & Craftsmanship: Repeatedly emphasizing "Made in Italy," handcrafted details, and the use of select 100% cotton wax printed fabrics.
• •Uniqueness & Individuality: Offering limited editions and distinct patterns that allow customers to express a unique personality.
• •Ethical Production: Commitment to working with factories that adhere to high-quality standards and ethical codes of conduct.
• •Conscious Consumption: A desire to build a relationship with customers based on awareness of what they are buying and the story behind it.
• •Celebration of Differences & Uniqueness: Drawing inspiration from diverse colors, shapes, music, art, and design.
• •Storytelling: Each product is embedded with a multicultural soul and identity, telling a story that begins in Africa, passes through France, and reaches Italian tailoring.

Best Practices

• •Embrace Storytelling: Every piece of copy, from product descriptions to social media posts, should weave in elements of the brand's unique journey—the African inspiration, Parisian beginnings, and Italian craftsmanship.
• •Use Evocative and Sensory Language: Describe the vibrancy of the colors, the feel of the quality cotton, and the artistry of the prints to immerse the customer in the brand experience.
• •Highlight Cultural Respect and Authenticity: Consistently communicate the genuine appreciation for African cultures and the ethical approach to sourcing and production. Avoid cultural appropriation by focusing on collaboration and respectful inspiration.
• •Maintain a Sophisticated yet Accessible Voice: The language should be intelligent and artistic, appealing to a discerning audience, but also warm and inviting, reflecting the passion behind the brand.
• •Emphasize Quality and Exclusivity: Regularly mention "Made in Italy," "handcrafted," "limited edition," and the unique nature of the wax prints to reinforce the premium value of the products.

Social Perception

Waxman Brothers is perceived as a distinctive, high-quality brand that successfully blends vibrant African aesthetics with Italian manufacturing excellence. It's seen as a brand for individuals who appreciate unique style, cultural stories, and ethical production. The fashion community and culturally attuned consumers view it as a dynamic and creative label that offers more than just clothing, but a piece of art and a story. Customers appreciate the originality of the designs and the quality of the garments. The brand is recognized for its commitment to creating a unique design that is in synergy with current trends. Retailers describe them as a leading international brand in men's fashion, known for iconic printed shirts and attention to detail.

Copy Examples

• •Headline: Wear the World. Crafted in Italy. Inspired by Africa. Body: Each Waxman Brothers piece is a conversation between cultures. Vibrant African wax prints meet meticulous Italian tailoring. This isn't just a shirt; it's a journey. Discover your story. Call to Action: Shop The Collection
• •Headline: Beyond Fabric. Beyond Fashion. This is Waxman. Body: We believe in clothing with a soul. Born from a passion for African artistry and the precision of Italian hands, our limited-edition garments are a testament to quality, ethics, and the beauty of a connected world. Feel the difference. Wear the story. Call to Action: Explore Our Craft
• •Headline: Uniquely You. Globally Inspired. Body: Step away from the ordinary. Our curated African wax fabrics, transformed in Italy, offer a bold expression for the modern individual. For those with a rich, sophisticated personality who dare to look beyond. Define your style. Call to Action: Find Your Print
• •Headline: The Art of Slow Fashion. The Soul of Two Continents. Body: In a fast-paced world, we champion craftsmanship that endures. Ethically produced and rich in narrative, Waxman Brothers brings you apparel that’s as conscious as it is captivating. Invest in quality, wear with pride. Call to Action: Learn Our Story
• •Headline: From Paris with Love, Africa & Italy. Body: It started with an inspiration in the vibrant streets of Paris—a desire to weave together the bold spirit of African textiles with the timeless elegance of Italian tailoring. Every Waxman Brothers creation carries this multicultural heart. Experience the fusion. Call to Action: Discover New Arrivals