Tono de Marca

Bold, confident, and aspirational, using direct, declarative, and influential language to empower the customer with a modern, street-smart attitude.

Valores de Marca

• •Cultural Authenticity
• •Innovation and Progression
• •Empowerment
• •Quality and Practicality

Mejores Prácticas

• •Lead with Confidence: All copy should be assertive and self-assured. Use declarative sentences and avoid hesitant language. The brand is a leader, not a follower.
• •Anchor in Culture: Consistently reference the brand’s roots in hip-hop, NYC, and urban culture. This reinforces authenticity and separates it from generic fashion brands.
• •Use Aspirational Language: Employ words like "pinnacle," "innovative," "influential," and "redefined" to position the brand as a premium, forward-thinking entity.
• •Balance Street and Style: The copy should skillfully blend street slang and cultural references with more sophisticated, high-fashion vocabulary to reflect its "streetwear meets high fashion" identity.
• •Empower the Customer: Frame products not just as items to be worn, but as tools for self-expression and empowerment. Focus on what the clothing enables the customer to feel and do.

Percepción Social

Perceived as a niche, premium, and culturally grounded upscale streetwear brand that blends high fashion with urban culture, offering accessible, fashionable, and functional wear for diverse demographics.

Ejemplos de Copy

• •Engineered for the streets, designed for the spotlight. The new 'Love is Dxpe' Flight Jacket isn't just a piece of clothing, it's a statement. Own your narrative. #DXPENYC #UrbanLuxury
• •Culture never goes on sale, but style does. Get up to 40% off on select DXPE NYC collections. Redefine your look. Shop Now.
• •Subject: Don't Follow Trends. Set Them. | DXPE NYC | Inside: exclusive access to our new sweatsuit collection. Built for comfort, crafted for the culture. This is how you lead the pack.
• •From the heart of NYC to your wardrobe. DXPE NYC is where streetwear meets high fashion. Discover the new wave of urban style that's influential, progressive, and unapologetically you.
• •More than a T-shirt. The 'Beauty is Power' tee is your daily armor. Made from premium cotton for a feel that's as strong and comfortable as you are. Wear your power.