Brand Tone

Authentic, Creative & Innovative, Community-Oriented & Welcoming, Passionate & Purpose-Driven, Laid-back & Cool, Storytelling

Brand Values

• •Sustainability
• •Originality & Uniqueness
• •Craftsmanship & Quality
• •Community Engagement
• •Ethical Production
• •Individuality
• •Inspiration

Best Practices

• •Embrace Storytelling: Weave narratives about the origin of the materials, the inspiration behind the design, or the hands that crafted it.
• •Use "Mucho Aloha" and a Welcoming Voice: Infuse copy with warmth, positivity, and the friendly, laid-back spirit of Southern California surf culture.
• •Highlight Sustainability Naturally: Talk about upcycling, repurposing, and the "design different, make different, sell different" ethos as inherent parts of the process.
• •Keep it Real and Authentic: Avoid overly corporate or polished language. Let the passion for craftsmanship and creativity shine through. Use straightforward, honest descriptions.
• •Emphasize Uniqueness and Scarcity (Honestly): Since many items are one-of-a-kind or made in small batches, communicate this clearly.

Social Perception

Yokishop is perceived as an eco-conscious and innovative brand that offers a genuine alternative to fast fashion. Founder Jeff "Yoki" Yokoyama is seen as a veteran designer with a credible history in the surf and skate wear industry, adding authenticity and expertise to the brand. Customers and the public appreciate the uniqueness and story behind each handcrafted item, valuing the creativity involved in transforming old materials into new apparel. The brand is viewed as being deeply connected to its local Newport Beach community and its surf culture heritage. There's a perception of coolness and exclusivity due to the one-of-a-kind nature of the products and Yoki's design legacy. The "Mucho Aloha" vibe translates into a perception of a friendly, positive, and approachable brand.

Copy Examples

• •From the field to your new favorite. This one-of-a-kind jacket started life as a collection of [University Name] jerseys, now remixed with a story in every stitch. Wear the game, differently. #Yokishop #UpcycledFashion #SustainableStyle #OneOfAKind #NewportBeach #DesignDifferent
• •This isn't just denim; it's a revival. Crafted from vintage Levi's, hand-selected for their character and history, this piece embodies our 'mottainai' spirit – using the whole fish, wasting nothing. Each mark, fade, and original detail is woven into a new, unique Yokishop creation, made right here in Newport Beach. Own a piece of the past, reimagined for today.
• •Tired of fast fashion? So are we. At Yokishop, we 'Design Different, Make Different, Sell Different.' Discover handcrafted apparel made from upcycled materials, each with its own unique story. Join the movement towards a more sustainable wardrobe. Visit us in Newport Beach or shop select items online. #SustainableFashion #YokisGarden #Handmade #EcoFriendlyClothing #MuchoAloha
• •Fresh from the sewing machine, just like your local bakery! This week, Yoki’s been inspired by [mention material/theme, e.g., vintage aloha shirts], and a new micro-batch of unique crews has just hit the floor. These are truly one-offs, so when they're gone, they're gone. Swing by the shop or catch a glimpse on our Instagram. First come, first inspired. Mucho Aloha!
• •Old threads, new vibe. Yoki in the lab, turning forgotten fabrics into future favorites. This is how we do 'different.' What will it become? 🤔 #Yokishop #BehindTheSeams #Repurpose #SustainableDesign #CaliforniaCool #Yoki