Tono de Marca

Aspirational, refined, and principled. Sophisticated but accessible, confident, declarative, and imbued with British heritage and quality.

Valores de Marca

• •Honour
• •Respect
• •Integrity
• •Intelligence
• •Confidence
• •Sustainability
• •Timeless style
• •Quality craftsmanship

Mejores Prácticas

• •Lead with Values: Always connect the product back to the core values of Honour, Respect, Integrity, Intelligence, and Confidence. The clothing should be presented as the uniform for a man who embodies these principles.
• •Emphasize Timelessness over Trends: Avoid language related to "the latest," "newest," or "trending." Instead, use words like "classic," "timeless," "enduring," "heritage," and "essential" to reinforce the brand's position against fast fashion.
• •Maintain a Refined but Inclusive Voice: The tone should be sophisticated, using evocative and intelligent language. However, it must remain welcoming, reinforcing the message that "anyone can be The Gent" by focusing on action and character over appearance.
• •Tell the Story of British Craftsmanship: Regularly incorporate the brand's British roots and its commitment to quality and sustainability. This narrative differentiates it from global competitors and adds a layer of authenticity and trust.
• •Use "The Gent" as a Character: Refer to "The Gent" as an aspirational figure in copy. Frame a product by asking, "What does The Gent wear to a weekend retreat?" or stating, "The Gent understands the power of a perfectly fitted shirt." This transforms the brand from a simple clothier into a lifestyle guide.

Percepción Social

Perceived as a brand offering high-quality, durable, and fashionable menswear, associated with 'informal elegance,' 'timeless appeal,' and classic styles for the modern man. Seen as an authentic British brand, promoting the idea that dressing well positively affects mindset and actions.

Ejemplos de Copy

• •Style is temporary. Class is permanent. Introducing the Autumn Collection from The Gent of London—garments crafted not for a season, but for a lifetime of integrity. Wear your values.
• •The Richmond Shirt isn't just woven from the finest cotton; it's woven with confidence. Designed for the man who leads by example, its meticulous details ensure you make the right first impression, every time.
• •Honour is in the details. Respect is in the action. Integrity is in the choice. Our sustainable polo shirts are crafted for the man who understands that true style begins from within. #TheGentOfLondon #WearYourValues
• •In a world of fast fashion, we choose to be an institution. The Gent of London was born from a simple belief: that a British brand should stand for more. It should stand for quality, for heritage, and for the man who is proud of who he is. This is not just clothing; it is a statement of character.
• •Stop chasing trends. Start setting the standard. The Gent of London provides the timeless essentials every modern man needs to build a wardrobe of confidence and principle. Explore our essentials now and receive 20% off your first order over £30.