Brand Tone

Aggressive, Confident, and Unapologetic.

Brand Values

• •Authenticity
• •Loyalty and Crew Affiliation
• •Resilience and Success
• •Pioneering Spirit

Best Practices

• •Use Authentic Slang: Incorporate authentic Brooklyn and drill-specific slang like "Blixky," "Spin the Block," and "Twirl" naturally in captions and product descriptions. The language must feel like it's coming directly from the artist.
• •Maintain a Confident and Assertive Voice: All copy should be bold, direct, and unapologetic. Avoid soft, passive language. The brand is about strength and dominance, and the tone must reflect that.
• •Focus on Exclusivity and Loyalty: Frame products not just as merchandise, but as symbols of affiliation. Use language that speaks to an "in-group" of true fans, reinforcing the idea that owning the merch makes you part of the movement.
• •Balance Grit with Success: The copy should reflect both the street-level origins and the current success. Juxtapose lyrics about struggle with visuals of a high-end lifestyle to tell a complete story of "Growth & Development."
• •Keep it Raw and Unfiltered: Avoid overly polished or corporate marketing speak. Short, impactful sentences, a conversational style (as if spoken by 22Gz himself), and a slightly confrontational edge will maintain brand consistency. The aesthetic should feel immediate and real, not curated by a marketing team.

Social Perception

Pioneer and Influencer, Controversial Figure, and Antagonist.

Copy Examples

• •Loyalty can't be bought. But you can wear it. The official Blixky hoodie is back. Represent the set.
• •They wanted the villain, so I gave 'em the General. New visuals dropping Friday. You been warned.
• •This ain't for everybody. 22Gz Official—gear for the real ones. If you know, you know.
• •Started a whole movement from the block. The Suburban Tee. Wear the history.
• •They talkin'. We workin'. New collection live. Link in bio. #Blixky