Tono de Marca

authentic, laid-back, and passionate

Valores de Marca

• •Community & Connection
• •Charity & Purpose
• •Authenticity & Quality
• •Culture (Music & Surf)

Mejores Prácticas

• •Lead with Lifestyle, Support with Product: Always frame the narrative around the SoCal experience (music, surf, community). The clothing is the uniform for that lifestyle, not just an item for sale. Use storytelling to connect the product to an activity or a feeling.
• •Use Authentic SoCal Language: Incorporate words and phrases that feel genuine to the culture, such as "stoked," "vibe," "glass-off," and "dawn patrol." Maintain a laid-back, conversational tone that sounds like a friend from Huntington Beach, not a corporation.
• •Weave in the "Why": In product descriptions, social posts, and emails, subtly remind customers of the brand's deeper purpose. A simple line like "Part of every sale supports ocean therapy" reinforces the brand's values and gives customers another reason to connect.
• •Emphasize Community and Exclusivity: Use language that fosters a sense of belonging. Refer to customers as part of the "SMKFLWR family" or "community." Highlight "limited drops" and "exclusive collaborations" to create urgency and make customers feel like insiders.
• •Stay Grounded in Your Roots: Regularly mention your origins—"OC born, L.A. built," "garage-born," "Main Street in Surf City"—to reinforce authenticity. This narrative grounds the brand and differentiates it from mass-market competitors.

Percepción Social

The public perceives SMKFLWR as an authentic and legitimate player within the SoCal surf and music scene. Customers see the brand as a genuine representation of the lifestyle, praising its comfort and quality. Its physical store in Huntington Beach and its visible, recurring presence at major music festivals solidify its credibility. It's not just an online entity but an active participant in the culture it sells. Collaborations with iconic bands like Slightly Stoopid are seen as a natural fit, and the resulting merchandise is described as a "symbol of the surf, music, and the free-spirited lifestyle". The perception is that of a brand that is "by the culture, for the culture."

Ejemplos de Copy

• •From the early morning glass-off to the evening bonfire. Our new Lawn Chair Shorts are built for the tides and the times in between. Made in L.A. and tested on the sand of Huntington Beach. Tap to shop the SoCal uniform. #SMKFLWR #OneWithTheOcean #MadeInUSA
• •This isn't just merch; it's a memory. Woven from high-quality, ultra-soft cotton, this limited-edition hoodie was designed for breezy beach nights and reliving the sounds of the festival. Featuring the iconic Cali Vibes lineup art, it’s a wearable testament to the music, the community, and the culture we share. Once it's gone, it's a piece of history.
• •Inside: Your All-Access Pass to Good Vibes ☀️
• •More Than Streetwear. It’s a Statement. Every purchase gives back 10% to our ocean and community partners. Wear the change.
• •OC Born. L.A. Built. SMKFLWR is for the sun-up-to-sun-down days. For the festival crowds and the solo surf sessions. We're a family-owned brand committed to quality, community, and the SoCal way of life. Shop our new Vacation Collection and feel the vibe.