Brand Tone

Avant-Garde, Eclectic & Eccentric, Forward-Thinking & Cutting-Edge, Bold & Provocative, Queer-Centric & Inclusive, Artistic & Curated, Whimsical & Elegant

Brand Values

• •Individuality & Self-Expression
• •Inclusivity & Diversity
• •Artistry & Design Innovation
• •Courage & Non-Conformity
• •Quality & Curation
• •Community & Connection
• •Respect & Acknowledgement (in cultural borrowing)

Best Practices

• •Embrace the Edge: Use strong, evocative language that reflects the avant-garde and forward-thinking nature of the brand. Don't shy away from words that convey uniqueness, rebellion (against convention), and artistry.
• •Champion Individuality & Inclusivity: Ensure copy speaks to a diverse audience, particularly highlighting the queer-centric and gender-bending aspects in a positive and empowering way. Use inclusive pronouns and scenarios.
• •Speak with Artistic Authority: Position ELKEL as a curator with a distinct point of view. Copy should sound knowledgeable about fashion as an art form and confident in its selections.
• •Maintain a Touch of Whimsical Elegance: Balance the "eccentric" and "bold" with the "elegant" and "whimsical" as stated in the brand's self-description. This can come through in sophisticated word choices paired with playful concepts.
• •Be Consistent (and Address Discrepancies): Crucially, ELKEL needs to align its primary social media presence (especially Instagram) with its stated avant-garde menswear identity, or clearly delineate if it operates two distinct brand arms. If the home goods are still part of the business, this needs to be clarified in the overall brand communication. For copywriting consistency, all channels speaking for the menswear boutique should adopt this defined edgy, inclusive, and artistic tone.

Social Perception

Destination for Unique Fashion, Edgy and Fashion-Forward, Supportive of Queer Community & Aesthetics, Associated with High-Profile Designers, Potentially Niche

Copy Examples

• •Headline: ELKEL: NYC. Beyond Expectation. Beyond Convention. Body: Dress the world you want to see. Explore curated avant-garde menswear that redefines the boundaries of style. For the architects of their own image. Call to Action: Discover What's New.
• •Headline: Not For The Faint of Wardrobe. Body: ELKEL champions the bold, the visionary, the unapologetically different. Featuring [Designer A], [Designer B], and the pieces you won't find anywhere else. This is where your style speaks volumes. Call to Action: Shop The Edit.
• •Headline: Queer-Centric. Future-Forward. ELKEL. Body: We celebrate design that transcends norms and empowers identity. Explore our latest collections – a curated collision of art, fashion, and fearless self-expression. Call to Action: Visit Us on Broome St & Online.
• •Headline: The Art of Dressing Differently. Body: At ELKEL, fashion is more than fabric. It's a statement. A perspective. A carefully chosen collection of avant-garde and streetwear from designers who dare. Call to Action: Explore Designers.
• •Headline: For the Eclectically Eccentric. By the Passionately Perverse (to convention). Body: ELKEL invites you to a world where whimsicality meets elegance, and gender-bending designs are the norm. Find your next neck-breaking piece today. Call to Action: Shop Now. Pay Later with [Payment Option].