Brand Tone

Edgy, Creative, and Exclusive

Brand Values

• •Creativity and Design
• •Authenticity and Transparency
• •Local Production and Sustainability
• •Community Engagement

Best Practices

• •Embrace Imperfection: Use language that reflects the brand's value of transparency. Phrases like "in the making," "raw cut," "prototype," and "perfectly imperfect" reinforce this.
• •Highlight Scarcity: Always emphasize the limited nature of the products. Use terms like "Limited to X pieces," "Small batch," "One-time drop," and "Never to be remade."
• •Keep it Concise and Punchy: The brand's tone is direct and edgy. Use short sentences, bold statements, and avoid overly descriptive or fluffy language. Let the visuals do most of the talking.
• •Use a Consistent Lexicon: Integrate keywords that reflect the brand's identity across all platforms: "graphic wearables," "artifacts," "London," "UK-made," "&bassadors," and of course, "&&&."
• •Focus on the 'Now': The tagline "Graphic wearables for now" is a core concept. The copy should feel current, relevant, and in tune with contemporary street culture. Avoid nostalgic or backward-looking language.

Social Perception

A niche streetwear label for those in the know, aimed at fashion-forward individuals who appreciate unique design and exclusivity.

Copy Examples

• •Engineered for the now. The &&& Banaclava rade; in 'Glitch' colorway. Limited to 25 pieces. Once they're gone, they're history. #andandand #streetwear #limitededition
• •Thirty Pieces: The Art of the Graphic Tee. Imperfect by design. Each a one-of-a-kind artifact, made in the UK. Explore the capsule.
• •WEARABLES FOR NOW. &&&. LDN. Your style is your own. Show us how you wear it. #andandand #londonstreetwear #graphicdesign #fyp
• •Don't Be a Follower. Tired of the same old graphics? AndAndAnd (&&&) delivers limited-run graphic wearables designed in London. We even sell our prototypes so you can own a piece of the process. Shop the drop before it sells out.
• •The Process: Own a Piece of &&& History. We're dropping a limited selection of our production prototypes. These are the one-of-a-kind artifacts, the happy accidents, and the early sketches that led to our final collection. Uniquely imperfect and truly exclusive. Available for 24 hours only.