Brand Tone

Proudly Urban and Confidently Exclusive. It is approachable and community-focused, yet it maintains an air of scarcity and "insider" knowledge. Primary Tone: Confident, Proud, Direct. Secondary Tone: Youthful, Energetic, Minimalist.

Brand Values

• •Local Identity & Pride
• •Exclusivity & Scarcity
• •Authenticity
• •Style as Self-Expression
• •Community

Best Practices

• •Always connect the product back to Antwerp. Use words like "The City," "The Postcode," "Local," and "Pride" to reinforce the core value.
• •Consistently use terms like "Limited Edition," "Small Batch," "Limited Drop," or "Exclusive Run" to drive urgency and enhance desirability.
• •Speak to the customer with short, punchy sentences. Avoid passive language. The tone should be as self-assured as the brand identity.
• •Continue the practice of mixing languages where appropriate. This reflects the cosmopolitan nature of Antwerp and feels authentic to a local-global audience. Use hashtags in both languages to maximize reach.
• •Address your audience as insiders. Use "you" and "we" to create a sense of shared identity. Frame purchases not as transactions, but as joining a club of proud locals.

Social Perception

The public perceives 2MILLE as a cool, authentic streetwear brand for those with a strong connection to Antwerp. It is seen as more than just merchandise; it's a symbol of belonging and local pride. The limited product line enhances its desirability, making it a badge for those "in the know." There is no indication of negative perception; the brand is viewed as a positive and stylish contributor to the local fashion scene.

Copy Examples

• •The city's pulse, captured. The new WERELDSTAD long-sleeve is here. Built for Antwerp nights. Limited run. When it’s gone, it’s history. Link in bio. #2MILLE #Antwerp #LimitedDrop
• •2MILLE. The Postcode. The Pride. Wear Your City.
• •Inside Access: The 2MILLE Restock is Live.
• •You walk these streets every day. Now, wear them. 2MILLE is Antwerp-inspired, limited edition apparel for those who get it. Shop the new collection before it sells out.
• •More than a shirt, it's a statement. The WERELDSTAD tee is our tribute to Antwerp—the grit, the style, the pride. Made from 100% premium cotton for a structured fit that lasts. Cut, sewn, and designed with our city in mind. Limited quantities available to keep it authentic.