Slick’s for All is an enigmatic new product, alluring and yet obtuse.
The tube is a sleek silver metallic sheath with just the logomark, Slick’s, printed on it.
The website has a grainy, black and white montage video of glamorous American youth slinking through canyons, valleys and dusty hills from coast to coast — equal parts cowboy-hat wearing babes in the Hollywood hills, basking in the glow of worry-free luxury and cybertrucks, and tight-bodied young backcountry boys, diving off bridges into rivers below, or being slow-motion flung from the back of bucking rodeo bulls as horses run free in the unknown hidden hills of Colorado.
The brand lands somewhere in between the lifestyle aesthetics of contemporary Hollywood Hills, 1910s western plains cowboys, and the mythic 1950s era of Dean & Monroe greaser angels.
There is an intoxicating bravado to this vesper of faded blue jeans, supple black leather, silver hardware and bare sun-kissed skin — A delicious combination of the athleticism and raw power of untamed horses and bulls in the American west, and the fit figure of an archetypal cowboy or cowgirl, at turns testing their strength against nature, and resting those same forms in complete unfettered leisure — the flawless juxtaposition of active and passive American pleasures.
The current brand communication hints at these powerful tropes but somehow misses the mark.
The black and white AI western imagery almost feels real, but doesn’t quite. The brand manifesto on their “Why Slick’s for All?” page isn’t quite as sleek or effortless as their inspirational western muses.
I took the above “Why Slick’s For All?” brand statement and re-wrote it to unify and clarify Slick’s message of who they are, who their product is for, and why they exist. Below is the updated copy.
Why Slick’s For All?
Slick’s is for the daring ones — the pioneers of identity and experience.
We make Slick’s For All for you — the bold explorer who strides ride up the unknown, ready to ask for her name, give them a compliment, or offer him a drink. It’s not a product, it’s an invitation to unforgettable nights, untamed laughter, and electrifying connections. It’s for those who take pleasure seriously — who chase the spark of attraction, meet a sly gaze, and make the first move without hesitation.
Slick’s is for inclusion, it’s about self-determination, and the charisma of a confident and sexy soul. We celebrate all who come, no exceptions. We open the way for seekers and dreamers, for those who embrace the wild challenge of new places, new faces, new shapes, and new ways of fitting in. We affirm the knowledge that attractiveness isn’t about fitting into boxes or labels; it’s about pushing hard and breaking free from them.
We believe in the ethos of being strong yet gentle, bold without bravado, sexy but subtle. We believe that the best adventures are shared — in spirit, in laughter, and in the wild throes of new connections and steamy, dreamy, sweaty nights. We believe in self-determination, and the powerful aphrodisiac of consent.
For those who embrace the challenge, stand tall, and stay willing to joyously dive in and ride the wild waves of the unpredictable. We exist for you, Slick.
Slick’s For All — Fit In Anywhere.