Brand Tone

Authentic, rebellious, community-focused, and nostalgic, with a 'grease, grit, glory' mentality.

Brand Values

• •Craftsmanship & Hard Work
• •Authenticity & Self-Expression
• •Community
• •Passion for Automotive/Motorcycle Culture
• •Quality

Best Practices

• •Use evocative language related to hard work, craftsmanship, and automotive/motorcycle culture.
• •Share narratives of builders, mechanics, and enthusiasts to connect with the community.
• •Highlight the quality and durability of products, especially flannels.
• •Emphasize the brand's commitment to authenticity, self-expression, and breaking free from the ordinary.
• •Reinforce the sense of community among gearheads, motorheads, mechanics, and fabricators.

Social Perception

Perceived as a high-quality brand embodying a lifestyle centered around hands-on work, automotive enthusiasm, and a strong sense of community.

Copy Examples

• •"Built not bought. Our gear is made for those who get their hands dirty."
• •"The roar of engines, the smell of grease, the thrill of the open road. This is the Greasy Hands Society."
• •"Honoring the trailblazers who built and maintained the magnificent machines of yesteryear."
• •"More than just apparel, it's a lifestyle. Join the community of gearheads, motorheads, and fabricators."
• •"Craftsmanship, hard work, and a passion for all things automotive. That's what drives us."