Brand Tone

Sophisticated & Edgy, Minimalist & Understated, Confident & Authoritative, Modern & Forward-Thinking, Slightly Aloof/Exclusive

Brand Values

• •Innovation
• •Quality & Craftsmanship
• •Utilitarianism & Functionality
• •Subversive Culture & Authenticity
• •Modern Aesthetics
• •Individuality & Self-Expression
• •Sustainability (Emerging/Selective)

Best Practices

• •Prioritize Visuals, Support with Text: The brand's imagery is powerful. Copy should be minimal, precise, and complementary, enhancing the visual narrative rather than overshadowing it.
• •Emphasize Materiality and Construction: Use specific, direct language to highlight unique materials, technical details, Italian craftsmanship, and signature hardware. Avoid vague or overly flowery descriptions.
• •Maintain an Understated Confidence: The tone should be self-assured and direct, without resorting to hyperbole or overly casual language. Let the product's quality and design speak for themselves.
• •Evoke Exclusivity and Modernity: Language should feel elevated, contemporary, and aligned with a luxury audience that appreciates avant-garde design and subcultural references.
• •Consistency is Key: Ensure that all written communication—from product descriptions and website banners to (even limited) social media captions and email marketing—adheres strictly to the established minimalist, edgy, and sophisticated tone. This reinforces the brand's distinct identity.

Social Perception

High-End/Luxury Streetwear, Avant-Garde & Edgy, Status Symbol, Innovative & Technical, Founder-Led Vision, Youth-Oriented (but not exclusively), Aspirational

Copy Examples

• •Engineered for the urban landscape. The [Jacket Name], defined by its tactical closure and resilient [material type] construction. Made in Italy.
• •Form, redefined. The [Dress Name] in [material]. An articulation of modern elegance with an industrial underpinning.
• •1017 ALYX 9SM. Utility, re-contextualized. A new language of modern essentials.
• •The signature Rollercoaster buckle. Industrial strength, refined for expression. An icon of form and function.
• •Beyond convention. Crafted for now. 1017 ALYX 9SM.