Brand Tone

Rebellious and Edgy, Bold and Confident, Youthful and Streetwise, Iconic and Statement-Making, Direct and Unapologetic

Brand Values

• •Individuality and Self-Expression
• •Rebellion and Non-Conformity
• •Authenticity and Heritage
• •Youth Culture and Subculture
• •Shock Value and Disturbance

Best Practices

• •Embrace the Edge: Don't shy away from direct, confident, and slightly provocative language. The tone should feel unapologetic.
• •Channel the Heritage: Subtly weave in references to the brand's rich history, its punk roots, and its enduring connection to subcultures. This adds depth and authenticity.
• •Focus on Individuality: Craft messages that empower self-expression and celebrate uniqueness. Speak to the desire to stand apart.
• •Keep it Visually Driven: While the copy is important, remember that BOY London is a visually striking brand. Ensure copy complements the bold imagery and iconic logo. Let the product often speak for itself.
• •Be Bold and Concise: Use strong verbs and impactful statements. Avoid overly complex or passive language. The messaging should be as direct and unmistakable as the brand's designs.

Social Perception

Iconic and Historically Significant, Trendy and Fashion-Forward, Edgy and Rebellious, Polarizing/Controversial, Varying Quality/Price Perception, Favored by Youth and Subcultures, Nostalgic

Copy Examples

• •Headline: NOT FOR THE FAINT OF HEART. Body: Since 1976, BOY London has been the uniform of the rebellious and the anthemed. This is more than clothing. This is a statement. Wear it loud.
• •Headline: THE ORIGINAL. UNDILUTED. Body: Decades of attitude. Generations of iconoclasts. BOY London. Accept no imitations.
• •Headline: DEFINE YOURSELF. DEFY THE NORM. Body: Don't follow trends. Set them. BOY London – for those who write their own rules.
• •Headline: FROM THE STREETS. TO THE WORLD STAGE. Body: Fuelled by subculture, embraced by icons. The authentic spirit of London lives in every stitch. BOY London.
• •Headline: BORN TO STAND OUT. Body: Blending in is overrated. Unleash your individuality with the unmistakable edge of BOY London.