Brand Tone

cryptic, dystopian, and exclusive; minimalistic yet impactful; serious, moody, and assertive

Brand Values

• •Individuality and Self-Expression
• •Futuristic Utilitarianism
• •Artistic and Subcultural Alignment
• •Exclusivity and Authenticity

Best Practices

• •Maintain the Lexicon: Consistently use terminology from the digital, dystopian, and mythological world. Words like System, Transmission, Sequence, Corruption, Type-, and Entity reinforce the brand's narrative.
• •Be Direct and Imperative: Use strong, direct, and often imperative statements. Adapt or be deleted. Initiate sequence. This confident, commanding tone aligns with the assertive aesthetic.
• •Less is More: Keep captions and headlines short and impactful. The brand's power comes from its mystique, and overly descriptive or long-winded text would dilute its cryptic appeal.
• •Leverage Subculture Keywords: Continue to tag and reference relevant subcultures like #techwear, #warcore, and specific anime or games. This is crucial for discoverability by the target audience.
• •Visuals and Text Must Align: Ensure the tone of the copy always matches the dark, futuristic, and high-quality aesthetic of the visuals. The language should be as deliberately designed as the clothing itself.

Social Perception

largely positive within its target niche; seen as a legitimate and respected player in the techwear and darkwear scene; perceived as creators of high-quality, distinctive apparel; a brand for those in the know

Copy Examples

• •SYSTEM CORRUPTION IMMINENT. THE HADES SHELL IS NOW ONLINE. LIMITED UNITS AVAILABLE. #404040 #darkwear #techwear
• •TRANSMISSION RECEIVED: PRE-ORDER SEQUENCE INITIATED.
• •TYPE-BELMONT: Engineered for urban decay. Midweight cotton chassis with four velcro-strapped pocket pouches and adjustable release straps. Articulated knee panels and mesh pockets for tactical storage. Adapt or be deleted.
• •They told you to fit in. We built a world for you to stand out. #DIEDTWICE
• •Full kit for the end of the world. // #warcore #techwearfashion #dystopian #404040club