Brand Tone

Culturally Proud & Celebratory, Modern & Fresh, Bold & Expressive, Authentic & Passionate, Inclusive & Community-Focused, Approachable & Educational, Slightly Playful & Edgy

Brand Values

• •Cultural Celebration & Modern Heritage
• •Authenticity & Self-Expression
• •Fusion & Innovation
• •Inclusivity & Community Building
• •Representation
• •Comfort & Everyday Accessibility
• •Storytelling

Best Practices

• •Embody "ModernChinese" in Every Word: Consistently use language that reflects the unique fusion of Eastern heritage and Western contemporary style. Juxtapose terms that evoke tradition (e.g., "ancient silks," "brocade," "dynasty") with those that signal modernity ("streetwear," "city edge," "remixed," "unapologetic").
• •Tell the Story Authentically: Leverage the founder's journey and the brand's origin story. Share the "why" behind designs and collections. This builds authenticity and connects with consumers on a deeper level than just aesthetics.
• •Foster the "DAWANG Gang" (Community): Use inclusive language ("we," "us," "our community"). Directly address your audience, inviting them into the brand’s world. Encourage dialogue and sharing of how they interpret and wear the pieces. Use your platform to educate and celebrate, reinforcing the brand's cultural mission.
• •Balance Boldness with Inclusivity: While the designs and attitude can be "bold" and "edgy," ensure the overall messaging remains welcoming and doesn't alienate. The invitation to "partake in the beauty of #ModernChinese" should feel open to all.
• •Maintain Visual-Verbal Harmony: Ensure that the tone of the copy is consistently reflected in the brand's visual presentation across all platforms. If the copy speaks of "fresh, modern interpretations," the imagery, color palettes, and styling should echo this. Use consistent hashtags (#DAWANGNEWYORK, #ModernChinese) to reinforce brand identity and values.

Social Perception

Innovative and unique for its fusion of traditional Chinese elements with modern streetwear. Lauded for its mission-driven approach and offering a contemporary take on heritage. The founder, Daisy Wang, is often seen as an inspirational figure. Appreciated for providing an alternative to fast fashion's appropriation of cultural elements.

Copy Examples

• •Headline: East Meets Street. Heritage Reimagined. Body: This isn't your grandmother's qipao (unless she's really cool). DAWANGNEWYORK drops modern silhouettes with ancient soul. Wear your story. #ModernChinese #DawangNYC
• •Headline: Join the DÀ WÁNG (大王) Energy. Body: More than just clothing, it's a statement. We're blending traditional Chinese artistry with the fearless spirit of New York streetwear. Authentic. Bold. You. #DawangNewYork #StreetwearCulture
• •Headline: Culture Woven In. Comfort Designed For Now. Body: Who said heritage can't be everyday? Discover elevated streetwear that’s rich in meaning and made for real life. From silk brocades to relaxed fits – explore the DAWANG difference. #ModernChineseStyle #ReadyToWear
• •Headline: Beyond Trends. Rooted in Tradition. Body: DAWANGNEWYORK invites you to experience the power of #ModernChinese aesthetics. Fresh interpretations, inclusive community, and pieces that speak volumes. What will your DAWANG say?
• •Headline: Unapologetically DAWANG. Body: We craft fashion for those who own their narrative. Drawing from ancient legacies, designed for tomorrow's icons. Step into a new era of style. #WearYourHeritage #NYCFashion