Looking to revamp the About page on its website, the Australian store needed words that quickly grabbed reader attention and conveyed its ethos: unique, lesser-known brands for sophisticated and affluent males at the intersection of fashion and fitness lifestyle.
I used a casual, direct and stripped-back tone of voice, keeping it pithy and concise.
Built to Last - an article on why style is going slow.
The Practical Man also has a journal, which explores fashion, fitness, design and lifestyle for the modern, sophisticated male. I contribute articles that spotlight the store's key brands, opinion pieces, and interviews with people innovating within the design industries.