Brand Tone

edgy, raw, and authentic

Brand Values

• •Resilience
• •Authenticity
• •Street Culture
• •Entrepreneurial Spirit

Best Practices

• •Embrace the Grit: Do not shy away from the raw and edgy aspects of the brand. Use language that is direct, unfiltered, and confident.
• •Storytelling is Key: Every piece of copy should tell a part of the brand's larger story. Focus on narratives of resilience, struggle, and triumph.
• •Authentic Voice: Avoid corporate jargon and overly polished language. The tone should feel like it is coming from someone who has lived the experiences the brand represents.
• •Know Your Audience: The copy should speak directly to those who understand and appreciate the cultural references of the "crack era" and golden age of hip-hop.
• •Be Bold, But Mindful: While the brand is provocative, it is important to be aware of the sensitivities surrounding the name. The copy should focus on the themes of resilience and cultural impact rather than glorifying negative aspects of the era.

Social Perception

The brand is perceived as a niche, bold streetwear label with a unique identity. Its name is often linked to discussions about the societal impact of the crack era, especially within the Black community, encompassing themes of systemic challenges, survival, and complex moral choices. Customer reviews are generally positive regarding product and service, but the brand's name can be polarizing or offensive to some audiences.

Copy Examples

• •Forged in the concrete jungle. Our new collection is a tribute to the hustle, the struggle, and the unyielding spirit of the streets. Wear your story. #CrackEra
• •Engineered for the urban survivor. Our new tech set combines functionality with the raw aesthetic of the city. Stay ready for anything. #Streetwear #UrbanFashion
• •They saw a problem. We saw a generation of survivors. This is for the ones who made it through. #Resilience #CrackEra
• •Crack Era isn't just a clothing brand; it's a testament to a period that shaped a generation. We draw inspiration from the raw energy, the cautionary tales, and the enduring creativity that emerged from the struggle. Our pieces are for those who understand that true style is born from authenticity.
• •Remember the golden age? When music, fashion, and the streets collided. We do. Our latest drop is a nod to the era that started it all. #HipHopFashion #StreetCulture