Brand Tone

Aspirational, trendy, effortlessly cool, minimalist, confident, exclusive, and product/lifestyle focused.

Brand Values

• •Aesthetic Leadership
• •Community and Social Proof
• •Quality and Design Focus
• •Exclusivity
• •Cultural Relevance

Best Practices

• •Use concise, confident, and direct language, mirroring the brand's minimalist visual identity.
• •Speak from a position of authority, using declarative phrases that establish the brand as a leader.
• •Frame products as essential components of a personal uniform or "fit," appealing to the customer's sense of style and identity.
• •Leverage language that implies scarcity and high demand to reinforce the value and desirability of products.
• •Integrate user-generated content and influencer mentions to reinforce social proof and cultural relevance.

Social Perception

Legitimate and desirable indie streetwear brand, perceived as cool, aesthetic, and authentic, boosted by influencer associations, and seen as "by the culture, for the culture."

Copy Examples

• •Unseen. Untouched. Until now. The Void Puffer Case. Engineered for feel, designed for the fit. Your everyday uniform just found its final piece. Tap to transform. #cashmiierhabits #puffercase #minimalstyle #streetwearessentials
• •They told us to think outside the box... so we added another layer. The Multipass Hoodie. Heavyweight fleece, dual-layer construction. Built for the commute. Built to last. Live now. #cashmiierhabits #streetwear #clothingbrand #hoodie #outfitinspo
• •More Than a Case. A Habit. The same design ethos you know, now in a full uniform. Explore the Apparel Collection. Shop Now
• •You asked. We listened. The wait is over. A limited run of our sold-out Everyday Bags is back online. This is your chance—don't miss it twice. Secure yours before they're history again. Shop The Restock
• •The Streamer's Choice. Seen on the stream, now in your hands. CASHMIIERHABITS is the unofficial uniform for the plugged-in. Get the look. Shop The Collection