Brand Tone

Empowering, unapologetic, and authentic. It celebrates strength, confidence, and uncompromising women, avoiding polished corporate-speak for a raw, direct, 'for us, by us' feel.

Brand Values

• •Representation
• •Community
• •Reclamation & Empowerment
• •Authenticity
• •Fierceness

Best Practices

• •Lead with the 'Why': Always circle back to the core mission. Whether it's a product description or a social media post, the underlying message of empowerment, reclamation, and community should be present.
• •Use Direct and Active Language: The tone is confident, not passive. Use strong verbs and direct statements. Avoid jargon, overly elaborate prose, or language that feels inauthentic.
• •Speak to the Community, Not at Them: Use inclusive language like "we," "us," and "our" to reinforce the sense of a shared project. Frame communications as a conversation within the community.
• •Embrace the Unapologetic Stance: Don't dilute the brand's identity to appeal to a broader audience. The power of DykeSport lies in its specificity and its refusal to compromise on its name and mission. This should be reflected in bold, confident copy.
• •Keep it Real and Raw: Avoid overly polished, corporate-style marketing. The brand's strength is its authenticity. The copy should feel genuine, human, and connected to the lived experiences of the community it serves.

Social Perception

Perceived as a niche and culturally significant label within the LGBTQ+ and independent fashion communities. It's seen as bold, necessary, authentic, and commands respect for its unwavering commitment to its values, fostering a loyal, tight-knit community.

Copy Examples

• •Wear it loud. Our name, your power. The new DykeSport classic tee is here. Not just a shirt, a statement.
• •UNCOMPROMISING. UNAPOLOGETIC. YOU. The AW'25 collection has landed. Built for the fierce.
• •This has always been about more than clothes. It's about us. Join the DykeSport community for a night of music, art, and connection. Details inside.
• •Engineered for comfort, designed for visibility. This isn't just a hoodie; it's a piece of armor for the everyday. Made with premium cotton for a soft feel and a fit that’s ready for anything.
• •DykeSport. More than a brand, it's a project. Creating community through clothing. Reclaiming our space. Fiercely and unapologetically.