Montclair – Brand Identity

Brand Description

Montclair is a British menswear brand inspired by the timeless elegance of the Old Money lifestyle. Rooted in tradition yet designed for the modern gentleman, Montclair offers refined and accessible pieces that embody confidence, poise and sophistication. Our collections combine aristocratic heritage with contemporary style, allowing men of all ages to dress with distinction, whether in daily life or special occasions.

Mission

To democratise the Old Money style by offering high-quality menswear that inspires confidence, poise and sophistication in every customer.

Vision

To become a global reference in Old Money menswear, recognised for blending British heritage, exclusivity and modern accessibility, and to inspire a new generation of gentlemen to embrace elegance in their everyday lives.

Values

• Sophistication – Every detail reflects refinement.

• Heritage & Modernity – A balance between aristocratic tradition and contemporary style.

• Exclusivity – Distinct pieces that stand apart through quality and design.

• Confidence & Poise – Fashion as a statement of presence and distinction.

• Accessible Luxury – Premium elegance at fair and attainable prices.

Tone of Voice

• Aristocratic yet approachable – refined but never pretentious.

• Inspirational and aspirational – encouraging men to embody elegance.

• Concise and impactful – short, powerful sentences that convey confidence.

• Sophisticated vocabulary – using terms such as heritage, timeless, distinction, legacy, refinement.

Communication Style

• Visual – Editorial, cinematic, inspired by luxury magazines and British heritage.

• Verbal – Elegant, clear, direct; balancing tradition with contemporary appeal.

• Customer-facing – Always professional, courteous and attentive, reflecting Montclair’s values of sophistication and trust.

• Messaging – Evokes exclusivity and timeless style, while remaining accessible to a younger audience aspiring to the Old Money lifestyle.