Brand Tone

Exclusive and confident, bold and edgy, and cultured and in-the-know.

Brand Values

• •Originality and Authenticity
• •Premium Quality
• •Exclusivity and Scarcity
• •Cultural Fusion

Best Practices

• •Use Confident & Concise Language: Avoid lengthy descriptions. The brand's reputation speaks for itself. Use short, impactful sentences that convey exclusivity.
• •Emphasize Scarcity and Exclusivity: Always highlight when a product is a limited edition or part of a special drop. Use phrases like "Limited run," "Reserved for the few," or "Don't get left behind."
• •Leverage Legacy & Heritage: Reference the brand's roots in Japanese culture and its status as a streetwear pioneer. This builds authenticity and justifies the premium price point.
• •Focus on "In-Group" Language: Use copy that speaks directly to streetwear aficionados. Phrases like "If you know, you know" or "For the collectors" create a sense of a shared, exclusive community.
• •Let the Visuals Dominate: The copy should complement the bold product visuals, not overpower them. Keep text minimal and let the iconic logos, patterns, and designs be the main focus of every post and ad.

Social Perception

Aspirational and hype-driven, iconic and timeless, making a counter-culture statement.

Copy Examples

• •The Icon, Remastered. We don't follow trends. We set them. The [Product Name] Hoodie is crafted for the ones who know. Limited run. Don't miss out. #ApeStreetwear #BAPE #StreetwearLuxury
• •Wear the Legacy. From the streets of Harajuku to global icon status. Our latest collection of graphic tees is more than clothing—it's a piece of history. Shop now.
• •It's Not For Everyone. And that's the point. The new Camo Cargo pants are here. Built for the bold and reserved for the few. Secure your pair before they're history.
• •Heard You Were Looking For Us. The original Ape. The standard for street luxury. If you know, you know. Discover the collection that started it all. [Link]
• •More Than a Hoodie. It's a Statement. Instantly recognizable and endlessly imitated. The full-zip Shark Hoodie is the definitive icon of streetwear culture. Crafted from premium materials and featuring the legendary full-zip hood, this is the centerpiece of any serious collection. Own the original.