Tono de Marca

Classic, confident, and direct, with a strong emphasis on American heritage and quality craftsmanship. It is straightforward, approachable, and occasionally integrates a modern, casual voice for versatility.

Valores de Marca

• •American Made
• •Quality & Craftsmanship
• •Superior Fit
• •Customer-Centric Service
• •Authenticity and Integrity

Mejores Prácticas

• •Always Lead with the 'Made in USA' Value Proposition: This is the brand's most powerful differentiator. It should be present and prominent across all channels.
• •Use a Vocabulary of Quality and Heritage: Consistently use words like 'craftsmanship,' 'heritage,' 'durability,' 'authentic,' 'timeless,' and 'American-made' to reinforce the brand's core identity.
• •Educate, Don't Just Sell: Use copy to educate customers on why the product is superior, explaining fabric benefits and fit differences to position the brand as a knowledgeable expert.
• •Balance Classic Tone with Modern Application: Show how these timeless pants fit into a modern man's life using lifestyle imagery and context to demonstrate versatility.
• •Maintain a Confident and Direct Voice: Avoid overly trendy slang or complicated prose. The copy should be as straightforward, honest, and reliable as the pants themselves.

Percepción Social

Largely positive, centered on appreciation for 'Made in USA,' high-quality products, excellent fit options, strong value proposition despite premium pricing, and exceptional customer service.

Ejemplos de Copy

• •Built for a Lifetime. Worn for Everything. Our khakis are more than just pants. They're a tribute to American craftsmanship, cut and sewn in the USA from the finest materials. Discover the difference that integrity makes.
• •From boardroom to brewery, your new favorite pants are ready for anything. With four distinct fits, you can find the perfect silhouette for your style. Made with pride in the USA. #JackDonnelly #AmericanMade #Khakis #MensStyle
• •Tired of Khakis That Never Fit Right? You deserve better than mass-produced, ill-fitting pants. We spent years perfecting our four signature fits—from Relaxed to Slim—so you don't have to compromise. Find your perfect fit, guaranteed. Made in the USA. Shop Now & Feel the Difference
• •The West Point Twill - 02 Straight Fit. A cut above your everyday chino. The West Point Twill offers a refined finish and a durable, yet comfortable structure that dresses up or down with ease. Inspired by classic military-issue trousers but tailored for the modern man, these pants feature a clean straight fit and are crafted with unwavering attention to detail right here in the USA.
• •It Started With a Simple Idea... Our founder, Gregg, started Jack Donnelly with a simple goal: to make one great pair of khakis. Disappointed with the quality he saw elsewhere, he set out on a two-year journey across America to find the best mills and makers. That commitment to quality and domestic manufacturing is stitched into every pair we make today. Experience the passion and persistence for yourself.