Brand Tone

passionate, casual, and community-focused

Brand Values

• •Passion for Automotive Culture
• •Authenticity and Niche Appeal
• •Quality and Style
• •Community
• •Self-Expression

Best Practices

• •Always use terminology authentic to car culture; avoid generic jargon.
• •Sell the feeling of belonging and passion for the automotive niche, connecting apparel to identity.
• •Regularly ask audience questions about cars or culture to foster community.
• •Write in a casual, confident, direct, and approachable tone, like talking to a friend.
• •Briefly tell the story or legacy of the car featured in product descriptions.

Social Perception

largely positive, viewed as an authentic 'for us, by us' brand within the car community, understanding specific interests and providing stylish, high-quality, unique merchandise; highly engaged with its community, fostering a loyal follower base.

Copy Examples

• •Your Ride, Your Style. That feeling when you finally find a tee that gets your JDM obsession. We see you. From the roar of a 2JZ to the clean lines of an FD, we put your passion on print. Tap to shop the collection. Shop Now
• •Project Car Check! We know you've got a project car hiding in the garage. What's the one mod you can't wait to install? Drop it in the comments below! 👇 P.S. We've got the perfect hoodie to wear while you're working on it. See The Gear
• •POV: You found the perfect shirt for car meet season. The unofficial uniform for car enthusiasts is here. 🥶 Which design are you repping this weekend? #carmaintenance #jdmcarsoftiktok #carcommunity #supra Link in bio to cop yours.
• •Built for the Bold. Our new collection just dropped. It's more than just a car, it's a part of who you are. That's why we created our latest collection—to celebrate the icons, the sleepers, and the legends. High-quality prints on premium apparel, made for the enthusiast who knows the difference. Be the first to own the new designs. Explore New Arrivals
• •Wear Your Passion. Premium apparel for true car enthusiasts. From JDM legends to German engineering, find your ride. Discover The Collection