Brand Tone

Knowledgeable & Passionate, Curated & Discerning, Authentic & Transparent, Refined but Approachable, Understated Confidence

Brand Values

• •Quality Craftsmanship
• •Durability & Longevity
• •Authenticity & Storytelling
• •Community
• •Customer-Centricity
• •Considered Consumption

Best Practices

• •Emphasize Craftsmanship and Provenance: Always highlight the "how" and "where" of the products. Talk about materials, construction techniques, and the heritage of the brands. This reinforces the value of quality.
• •Tell the Story: Whether it's the brand's history, the inspiration behind a piece, or how a garment is expected to age, narrative adds depth and connects with the customer's appreciation for authenticity.
• •Use Discerning Language: Employ vocabulary that reflects the quality and considered nature of the products (e.g., "meticulous," "heritage," "thoughtfully designed," "enduring"). Avoid overly casual slang or aggressive sales-speak.
• •Educate and Inform: Share knowledge about product care, styling, or the nuances of materials like raw denim or specific leathers. This positions the brand as an expert and a trusted resource.
• •Maintain Visual Consistency: Ensure photography style (lighting, composition, focus on detail) across all platforms aligns with the brand's refined, quality-focused aesthetic. The current visuals on the website and Instagram are a good benchmark.

Social Perception

Trusted Retailer, Expert Curator, Community-Oriented, Good Customer Service, Sought-After Collaborations

Copy Examples

• •Instagram Post (New Arrival - Viberg Boot): Built for the journey, crafted to endure. Introducing our latest collaboration with Viberg: the [Boot Name] in [Leather Type]. Each pair tells a story of meticulous craftsmanship, designed to evolve with every wear. Discover the details and make it part of your legacy. Link in bio. #WitheredFig #Viberg #MadeInCanada #HeritageFootwear #BuyItForLife
• •Email Subject Line (General Promotion): Curated for Enduring Style: Explore New Arrivals at Withered Fig. Body Snippet: At Withered Fig, we believe in garments that tell a story. This week, we're highlighting [Brand Name]'s commitment to [Brand's Key Value, e.g., traditional weaving techniques] with their new [Product Type]. Invest in pieces that are more than just clothing; they're a testament to enduring quality.
• •Product Page Description (Raw Denim Jeans): The [Jean Model] from [Brand Name]: an investment in character. Woven from [denim weight] Japanese selvedge denim, these jeans are a blank canvas, ready to map your experiences. Expect a fit that molds to you, and a fabric that softens and fades beautifully over time, telling a unique story of its own. Learn more about [Brand Name]'s philosophy on The Shade. #RawDenim #Selvedge #MadeInJapan #Workwear
• •Facebook Post (Blog Feature): Go behind the seams. Our latest piece on The Shade features an interview with [Brand Founder/Designer] from [Brand Name], diving deep into their passion for [Specific Craft/Material]. Understand the 'why' behind the wear. Read it here: [Link] #WitheredFig #BrandSpotlight #Craftsmanship #MenswearStories
• •Website Banner (Seasonal Collection): Timeless Essentials, Modern Craft. Discover the Fall/Winter collection at Withered Fig – pieces thoughtfully selected for their enduring quality and style. Wear them, love them, pass them on.