Brand Tone

casual, trendy, and direct, with a focus on urgency and exclusivity, using social media slang and minimal copy.

Brand Values

• •Style & Trend-Focus
• •Exclusivity & Hype
• •Community & Influence

Best Practices

• •Keep it Short and Punchy: Avoid long paragraphs. Use concise sentences, sentence fragments, and direct calls-to-action ("Shop Now," "Link in Bio," "Cop Yours"). The brand s voice is confident and doesn t need to over-explain.
• •Use Relevant Slang and Hashtags: Stay current with the language of your target audience. Incorporate terms like "fit," "drip," "cop," and relevant TikTok/Instagram hashtags to improve discoverability and connect authentically.
• •Emphasize Scarcity and Exclusivity: Consistently use language that creates urgency. Phrases like "Limited Drop," "Last Restock," "While Supplies Last," and countdowns for new releases reinforce the value and desirability of the products.
• •Let Visuals Lead: The copy should complement the visuals, not describe them literally. If the image shows a person looking confident in the clothes, the copy should enhance that feeling (e.g., "Unleash Your Edge") rather than state "Model wearing our black t-shirt."
• •Engage with Questions and Commands: Foster a two-way conversation. Ask direct questions ("Which colorway are you copping?") and use imperative verbs ("Set your alarms," "Tag a friend") to encourage likes, comments, and shares, which boosts social media algorithm performance.

Social Perception

Still forming and limited to a niche TikTok audience. Positive perception for aesthetic and streetwear appeal within the community; negative perception due to skepticism typical of online-only brands, including quality control issues and potential scam concerns.

Copy Examples

• •THE WAIT IS OVER. Our new summer '25 collection just hit the site. Designed for the streets, built for the heat. Cop it before it s gone. Link in bio. #21DEGREES #Streetwear #SummerCollection #NewDrop
• •Wear the Vibe. The 'Metropolis' Tee. Limited run. Maximum comfort. This isn t just a shirt; it s a statement. Tap to shop. #GraphicTee #OversizedTee #StreetStyle #LimitedEdition
• •SUNDAY. 6 PM CET. You know the drill. Our most requested joggers are restocking for the last time this season. Set your alarms or miss out. #Restock #LimitedRestock #Hypebeast #21D
• •YOU DECIDE WHAT'S NEXT: Next drop: Vintage Wash Hoodies or Utility Cargo Pants? [HOODIES] or [CARGOS] You decide what s next. We re listening. Vote now.
• •YOU OWN THE STREETS. SHOW US. Tag @21degreesclo and use #21DEGREESCLO in your fit pics. We re featuring the best looks on our page all week and sending our favorites a code for the next drop. #My21Degrees #StreetFashion #OOTD #FitCheck