Brand Tone

Rebellious, confident, youthful, ironic, casual, direct, irreverent.

Brand Values

• •Non-Conformity & Authenticity
• •Community
• •Creativity & Art
• •Hedonism & Fun

Best Practices

• •Embrace the "Bad": Consistently frame "bad ideas" as the source of creativity, fun, and authenticity. Use irony and wit. The brand name is your strongest asset; use it as a narrative anchor.
• •Speak from Within the Culture: Use language, slang, and references that are native to the urban and youth cultures you are targeting. The voice should be that of a peer, not a corporation.
• •Keep it Short and Punchy: Mirror the aesthetic of the designs—bold and direct. Use concise, confident statements. On social media, let the visuals lead and use captions to add a layer of attitude.
• •Create an Insider Feeling: Use language that implies a shared secret or a common understanding (e.g., "You know the vibe," "For those who get it"). This strengthens the community and makes customers feel like part of an exclusive group.
• •Be Confident, Not Aggressive: The tone should be self-assured and cool, but not arrogant or exclusionary. The brand's confidence comes from its creativity and authenticity, not from putting others down. It's about inviting people into a rebellious mindset, not shutting them out.

Social Perception

Perceived as an aspirational yet accessible streetwear label, authentic and credible within its cultural niche. Customers view the brand as a vehicle for identity expression, allowing them to be bold, independent, and part of an exclusive "in-the-know" group. Balances a cool, slightly aloof image with an engaging community strategy, making customers feel like insiders.

Copy Examples

• •Engineered for 2 AM decisions and the stories you'll tell tomorrow. This isn't just a hoodie, it’s an alibi. #BadIdeasWorld
• •They say good things come to those who wait. We say better things come to those who don't. Wear this and go make a scene. 100% premium cotton for maximum comfort while breaking the rules.
• •Our new collection just dropped. Your bad influence for the season is officially here. 😈 #streetwear #badideas #newarrivals
• •Your weekend is about to get interesting.
• •Good stories start with bad ideas. Welcome to the club.