Brand Tone

Irreverent, rebellious, humorous (often dark or sarcastic), provocative, and unapologetically direct.

Brand Values

• •Self-Expression & Authenticity: Encouraging people to "speak their mind" and embrace their "inner rebel."
• •Honesty & Sincerity: Describing their gifts as "sinceri. Furiosi, rancorosi e scurrili" (sincere. Furious, resentful, and scurrilous).
• •Humor as a Coping Mechanism: Using wit and sarcasm to address frustrations and the "drama" of life (e.g., "C'ho il dramma dentro" - I have drama inside me).
• •Individuality & Non-Conformity: Appealing to those who "aren't afraid to stand out."
• •Eco-consciousness & Local Production: Stated values of being "Eco-friendly" and "Stampati in Italia" (Printed in Italy), specifically between Milan and Turin, as well as being a "Small Biz".

Best Practices

• •Embrace the Edge (Wisely): Don't shy away from provocative language and dark humor, as it's core to the brand. However, ensure it aligns with the specific product/message and doesn't become gratuitous or alienate the target niche. The brand's humor is often rooted in relatable frustrations.
• •Use Direct & Unapologetic Language: Keep sentences relatively short and punchy. Avoid corporate jargon or overly polite phrasing. Be bold and straightforward, reflecting the "speak your mind" value.
• •Incorporate Relatable Sarcasm & Wit: The humor should feel authentic and connected to everyday annoyances or a cynical worldview. Think of how friends might talk when they're being brutally honest but still funny.
• •Stay True to "Mood, Statement, Way of Life": Every piece of copy should reinforce the idea that AngryShit is more than just clothing; it's an attitude. Connect products to feelings, frustrations, and the "drama" of life.
• •Be Consistent Across All Channels: Whether it's a product description, a TikTok caption, or an email, the voice should be unmistakably AngryShit. This builds brand recognition and loyalty among those who resonate with the tone. Use similar hashtags and calls to action where appropriate (e.g., encouraging user-generated content).

Social Perception

The brand seems to be perceived by its audience as a source of edgy humor and a way to express frustration or a rebellious attitude. Customers likely see the brand as a statement and a way to showcase a particular aspect of their personality. The brand’s name itself is a filter, likely attracting those who are not easily offended and who appreciate provocative humor, while deterring those who prefer more conventional branding. It's more of a niche brand with a dedicated following that understands and appreciates its specific flavor of communication.

Copy Examples

• •Product: "Non è giornata" (Not the Day) T-Shirt Copy: Some days, the coffee isn't strong enough and the patience is too thin. For all those *other* days, there's this t-shirt. Consider it a public service announcement. You're welcome.
• •Product: "Full of Shit" Tote Bag Copy: Let's be honest, we all are sometimes. At least this tote bag is upfront about it. Perfect for carrying your daily baggage, emotional or otherwise. #TruthHurtsButLooksGood
• •Social Media Post (General Brand Awareness): Copy: Tired of pretending everything's fine? So are we. AngryShit: For when your inner monologue needs an outer voice. Wear your mood. #AngryShitApparel #SpeakYourMind
• •Product: "Heavy Emotional Baggage" Tote Bag Copy: This ain't just a bag, it's a lifestyle. For those who pack more feelings than snacks. At least your baggage can look stylishly self-aware. #EmotionalBaggageClaim
• •Email Subject Line (for a new collection): Copy: Fresh Hell: New Arrivals for Your Exquisite Annoyance.