BRAND ESSENCE GUIDE 2012
CONTENTS THE HISTORY THE ICON TODAY CORE VALUES PERSONALITY OUR PEOPLE
MORE THAN 50 YEARS OUT IN FRONT Founded in 1960, Hang Ten was there when the modern surf scene first broke. The original surf and California lifestyle brand, Hang Ten has been spreading the culture ever since. We invented the first boardshort when founder Duke Boyd convinced seamstress Doris Boeck to sew a pair of nylon shorts that were comfortable and could withstand the pounding surf. In the 70’s, Hang Ten saw beyond the waves and became a pioneering force in action sports; going on to define the lifestyle apparel for that market. And in the 80’s and 90’s, Hang Ten played a key role in promoting events that would lead to pro-tours and the X Games. More than an apparel line— no matter where life in the sun heads—Hang Ten will be there.
THE ICON Like most feet, our pair can take you places. Carrying over 50 years of brand equity, the Hang Ten mark is widely recognized around the world. The feet helped shape an industry and reset the course of lifestyle fashion culture. Symbolic of the most iconic and stylish surf moves of all time, it represents Hang Ten’s identity of always being out front and looking good while doing it. It is imperative that this mark is present in everything we do. Show it with pride and wear it with confidence. This is our Swoosh. Our Apple. Our instantly recognizable beacon in a cluttered market.
WHO WE ARE TODAY
While always aware of our brand heritage, and inspired by our California coastal spirit, Hang Ten has evolved to be an all-season brand for the entire family.
KEY MESSAGE
Hang Ten is an authentic, California lifestyle brand that radiates a fun and free-spirited coastal attitude.
IT’S NOT AN AGE THING
IT’S NOT A GENDER THING
IT’S NOT A CLIMATE THING
IT’S A STATE OF MIND THING
CORE VALUES Some things are sacred. For Hang Ten, it is our Core Values. These are what the brand stands upon. They should be at the root of everything we do and say. The filter we use. The gauge we measure by. The uncompromising beliefs we build from. Whether in product, messaging or actions, our Core Values are the foundation behind them all.
AUTHENTICITY Authenticity. It’s in our roots. We were the first to brand the California lifestyle. And that genuine, sun-kissed California spirit of has been with us for over 50 years. Hang Ten is about seeking the real things in life. Meaningful moments and memorable stories. The things that shape our identities. It’s authentic, California inspired apparel for real people.
ORIGINALITY Originality. People search for distinction. They crave individuality. No matter their means, people still want originality. From creating the world’s first boardshort to changing the course of an industry, Hang Ten embodies this quest for something distinct. Something special. Something that is uniquely them. All the while having fun. Whether it’s in appearance, functionality, spirit, or a little bit of all three, Hang Ten is a part of their reflection.
ACTIVE-STYLE Active-Style. Hang Ten is about the things that move you. Whether it’s in the water, on the snow, or at backyard get-together, the Hang Ten spirit is always present. It’s part action sports. Part good living. And part just looking good. Hang Ten is your moment in the sun.
QUALITY Quality. It’s in the details. From the materials we use to experiences we create. It’s focusing on the little things that allows Hang Ten to provide value as a brand and in our product. It’s quality clothing for people seeking a certain quality of life. It’s always being ready to seize a good thing when you see it, whether it’s a t-shirt, a beanie or a boardshort or even better; a quality experience, a memory for life.
PERSONALITY It’s our tone. Our attitude. How we express the Core Values of our brand. Personality can’t be told—it has to be felt. These key personality traits should act as filters for the brand. Keeping it true. Relatable. And uniquely Hang Ten.
GENUINE From our gear to our smiles, we’re always genuine.
POSITIVE Our outlook is always bright and sunny.
CONFIDENT We leap for the opportunity.
INVITING We all deserve our moment in the sun.
SPONTANEOUS
Anytime. Anyplace. Any excuse to shine.
E A SYG O I N G Chill at any temperature.
FUN Our skin may be burnt, but we are never spent.
RADIANT We always have the glow.
CORE VALUES:
AUTHENTICITY
PERSONALITY:
GENUINE
ORIGINALITY
POSITIVE
ACTIVE-STYLE
CONFIDENT
QUALITY
INVITING SPONTANEOUS EASYGOING FUN RADIANT
OUR PEOPLE The Hang Ten customer quite literally has a sunny disposition. They are free spirits. Seekers of good times, good people and moving experiences. They look good effortlessly. And they want a brand that reflects their active, sun-soaked lifestyle all year round. They demand quality. In life. In time shared. And in their brand.
MOVING FORWARD The purpose of this book is to convey the fundamentals of the brand. Our DNA. It’s not a detailed set of guidelines, but rather, a tool for ensuring the essence of the brand is always present. It should be referenced at every stage when considering product, marketing, PR and anywhere the Hang Ten brand is being manifested. Much appreciated.