Brand Tone

Aspirational, community-focused, and casually encouraging. It balances a cool streetwear aesthetic with an accessible and positive voice, creating a motivational and relatable tone that feels like a supportive peer building something positive for the community.

Brand Values

• •Positive World Change
• •Community Empowerment
• •Authenticity and Creativity
• •Resilience and Growth

Best Practices

• •Always Connect Back to the Mission: In product descriptions, social posts, and emails, tie the narrative back to the core mission of "changing the world in a positive way." This reinforces the brand's purpose beyond just selling apparel.
• •Use Community-Centric Language: Employ words like "we," "us," "community," and "together." Frame customers as part of the "Collective" to foster a sense of belonging and shared values.
• •Tell the Origin Story: Regularly reference the brand's roots—starting as a blog, opening a store near CSUN, and hosting local events. This story is a powerful differentiator and builds authenticity.
• •Maintain a Tone of Encouragement: The voice should be consistently positive and motivational. Use phrases that inspire action and self-belief, like "Follow Your Dreams" or "Wear it with purpose."
• •Be Transparent and Relatable: Don't be afraid to share the brand's journey, including challenges like pivoting from a physical store. This humanizes the brand and builds trust with an audience that values authenticity.

Social Perception

Positive, particularly within its local context, where it's seen as a unique and necessary cultural contributor. Customers and community members perceive it as having its "own personality, its own vibe," filling a niche for unique streetwear. It's recognized as a "one stop shop for fashion, art, music, culture and live events" created by students and alumni for their community, and has received awards for its positive contributions.

Copy Examples

• •Built for the creators, the dreamers, and the ones making their own way. Our goal was always bigger than clothes—it's about building a community that uplifts. Every piece we make is a part of that mission. Wear it with purpose. #CollectiveLifestyle #ChangeTheWorld
• •More Than a Brand. It's a Movement. Started in the Valley to bring art, music, and fashion together. Join the Collective. Shop the latest collection.
• •This isn't just a t-shirt; it's a reminder. We started by handing out pens at CSUN that said 'Follow Your Dreams,' and that message is still at the heart of everything we do. Made from premium, soft-touch cotton for all-day comfort while you chase yours. Regular fit. 100% Cotton.
• •It's been a journey... and you're part of it.
• •We started Collective Lifestyle to create a space for culture right here in the SFV. Though our store has moved online, our mission hasn't changed. Shop the LA-born streetwear that's all about positive change and community spirit.