Brand Tone

edgy, rebellious, inclusive, and enthusiastic

Brand Values

• •Individuality and Self-Expression
• •Inclusivity & Community
• •Passion for Alternative Culture
• •Independence
• •Accessibility

Best Practices

• •Embrace the Vernacular: Use language and slang that resonates with the alternative and sub-culture communities (e.g., "rad," "killer," "threads," relevant sub-genre names). Keep an eye on evolving language within these communities.
• •Stay Authentically Enthusiastic: Let genuine passion for the products, bands, and culture shine through. Avoid overly corporate or generic phrasing.
• •Prioritize Inclusivity: Ensure messaging is welcoming to all within the alternative spectrum. Use inclusive pronouns and highlight the "for everyone, always" ethos.
• •Inject (Appropriate) Edge and Rebellion: Don't shy away from a slightly rebellious or non-conformist attitude that aligns with the "damaged" but "fiercely independent" aspects of the brand identity.
• •Be Visually and Verbally Cohesive: Ensure the tone of voice in written copy matches the visual aesthetics of the brand (often dark, bold, and featuring alternative models/imagery as seen on their social media and website). Create a style guide that outlines specific words to use/avoid to maintain consistency.

Social Perception

Customers generally perceive DMG SCY positively, often praising the unique product range, especially band merchandise and alternative clothing. Many appreciate the store as a go-to for "alt," "goth," and "emo" fashion and for finding items reminiscent of "OG Hot Topic vibes." Helpful and friendly in-store staff are also frequently mentioned in positive reviews.

Copy Examples

• •Unleash your alter ego. 🔥 DMG SCY: Your sanctuary for all things loud, proud, and authentically YOU. #DMGSCY #AlternativeFashion #BeYourself
• •Tired of the mainstream? So are we. Dive into a universe of killer band merch, unique streetwear, and styles that scream *you*. Shop the latest drops now! 🤘 #DamagedSociety #AltStyle #Streetwear
• •Why fit in when you were born to stand out? From gothic glam to punk rock rebellion, find your tribe and your threads at DMG SCY. For everyone, always. 🖤 #GothFashion #EmoStyle #DMGCommunity
• •Fuel your fandom. ⚡️ Whether it's the latest horror obsession or your all-time favorite band, we've got the merch that matters. What are you repping today? #PopCulture #BandMerch #DMGSCYFinds
• •Warning: May cause extreme confidence. 😉 Our new collection just landed, packed with pieces that are as unique and fiercely independent as you are. Explore now... if you dare. #NewCollection #EdgyFashion #DamagedButNotBroken