Brand Tone

Casual, Direct, Confident & Edgy (potentially)

Brand Values

• •Quality & Durability (premium materials, high GSM cotton)
• •Authenticity (genuine street aesthetics, local craftsmanship)
• •Culturally Connected (association with Dezeta228 and Latin trap music)
• •Local Pride (Hecho en Mexico)

Best Practices

• •Consistently highlight the 'Hecho en Mexico' aspect and the quality of materials.
• •Use straightforward language focusing on tangible benefits like quality and style.
• •Embrace a slightly provocative or rebellious image through graphic prints and association with Latin trap music.
• •Leverage customer reviews and testimonials to build trust and authenticity.
• •Maintain a balance between confidence and edginess to appeal to the target audience.

Social Perception

A brand connected to street culture, Latin trap music, and Mexican craftsmanship. While streetwear can sometimes face negative stereotypes, the brand aims to represent a specific fashion identity with authenticity and cultural relevance.

Copy Examples

• •Proudly made in Mexico.
• •Playera Oficial HS Borracho Oversize.
• •Playera Oficial 228 Borracho Oversize.
• •Wear it loud.
• •Shop the look and own the pavement.