Brand Tone

Cool & Confident, Authentic & Cultured, Modern & Minimalist, Aspirational & Inclusive, Understated

Brand Values

• •Authenticity
• •Originality & Independent Thinking
• •Cultural Convergence
• •Community
• •Quality & Curation
• •Lifestyle Ethos
• •Breaking Boundaries

Best Practices

• •Speak Authentically: Use language that is genuine to street culture without trying too hard or using fleeting slang. Maintain a confident, knowledgeable, yet approachable voice.
• •Embrace Minimalism: Keep copy concise and impactful, especially on visual platforms like Instagram. Let high-quality imagery do much of the talking. The message should be clear and direct.
• •Highlight Cultural Roots & Global Outlook: Regularly weave in references to Shanghai's unique culture and energy, while also showcasing an understanding of international streetwear movements. This reinforces DOE's distinct identity.
• •Focus on Curation and Exclusivity (Subtly): Emphasize the special nature of products (e.g., "limited release," "curated selection," "exclusive collaboration") without being alienating. The tone should imply insider knowledge available to all who appreciate it.
• •Visual-Verbal Cohesion: Ensure the copy always complements the visual style – modern, clean, and often artfully composed. The language should match the aesthetic sophistication.

Social Perception

Trendsetter & Influencer, Cultural Hub, Premium & Exclusive, Locally Rooted, Globally Connected, Authentic Voice

Copy Examples

• •Engineered for the concrete. Designed for the discerning. The [Sneaker Model Name] arrives [Date]. Secure your pair. Walk your own path. #DOEShanghai #SneakerCulture
• •DOE Collection 005: Rooted in Shanghai. Woven with global threads. Authentic design, effortless form. Discover the narrative. #DOEWear #StreetEthos
• •Where worlds collide. DOE x [Collaborator Brand]. An exclusive look, a shared vision. Join us [Date] at DOE [Location]. Experience the convergence. #DOECollab #ShanghaiCulture
• •More than apparel. DOE is an attitude. A reflection of the street, a celebration of authenticity. Infinite possibilities, one ethos. #DOEShanghai #StreetwearLifestyle
• •Your space. Your culture. Beyond the racks and shelves, DOE is community. Coffee, conversation, and curated style. Find your frequency. #DOEHub #FriendOfDOE