Brand Tone

Authentic/Genuine, Resilient/Gritty, Proud/Confident, Community-Oriented/Supportive, Hardworking/Determined, Unapologetic/Bold

Brand Values

• •Hard Work & Perseverance
• •Detroit Pride
• •Authenticity
• •Community Support & Collaboration
• •Resilience
• •Entrepreneurial Spirit

Best Practices

• •Stay True to Detroit's Voice: Always use language that feels authentic to Detroit – confident, direct, and a little bit gritty. Avoid overly corporate or generic phrasing.
• •Highlight Community Stories: Regularly feature collaborations with local artists, businesses, or community initiatives. Show, don't just tell, how the brand supports Detroit. This reinforces values of community and authenticity.
• •Embrace the "Hustle" in All Messaging: Whether it's product descriptions, social media updates, or campaign narratives, weave in the theme of hard work, determination, and resilience.
• •Be Visually Consistent: Ensure that photography and visual content match the gritty, urban, and authentic feel of the brand. Showcase real Detroit locations and diverse people.
• •Engage Genuinely: When interacting with the community online (comments, DMs), maintain a tone that is respectful, proud, and embodies the hardworking spirit. Answer questions directly and with confidence.

Social Perception

Symbol of Detroit's Identity, Authentic Representation, Grassroots & Community-Focused, Source of Pride, Respected Local Business, Sometimes Debated

Copy Examples

• •Headline: Detroit Forged. Hustle Approved. Body: This isn't just apparel. It's a testament. Born from the grit and grind of the Motor City. Wear the spirit that never quits. Shop the new collection. #DetroitHustlesHarder
• •Headline: More Than a Slogan. It's Our Story. Body: Every stitch, every design, rooted in the real Detroit. We back our city, our artists, our people. Because here, we don't just work. We hustle. Harder. Join the movement. [detroithustlesharder.com]
• •Headline: Built by Detroit. Worn by Those Who Get It. Body: You know what it takes. The late nights, the early mornings, the relentless drive. This is for you. The dreamers, the doers, the ones who make this city shine. Show your pride. #DetroitResilience
• •Headline: The Heartbeat of the Hustle. Body: From Eastern Market to every corner of the D, our gear tells a story of passion and perseverance. Support local. Wear authentic. Be Detroit. Explore our latest drops.
• •Headline: Define Your Grind. Body: They say we're underdogs. We say we hustle harder. Our new line is for those who write their own narrative, build their own legacy, and represent Detroit with every move. What's your hustle?