Brand Tone

Conscious and Aware, Purpose-Driven, Provocative and Thought-Provoking, Empathetic and Inclusive, Community-Oriented, Direct and Bold

Brand Values

• •Collective Liberation
• •Dialogue and Empathy
• •Cultural Commentary and Responsiveness
• •Storytelling (especially marginalized narratives)
• •Action and Provocation
• •Authenticity
• •Quality and Accessibility
• •Timeless Design

Best Practices

• •Always tie your copy back to the core values of dialogue, empathy, collective liberation, and cultural commentary. Every piece of content should reinforce why the brand exists.
• •Employ verbs and phrasing that inspire action, thought, and engagement, mirroring the provocative nature of some product slogans.
• •Speak plainly and honestly. Avoid overly corporate or vague language. The brand's messaging is clear and bold; the copy should follow suit.
• •Use inclusive language ("we," "us," "our community"). Invite interaction and dialogue, even in static copy, to reflect the brand's community and studio aspect.
• •Ensure the copy reflects the commitment to centering diverse stories, even if it's through the tone and perspective adopted rather than direct quoting. Your language should feel inclusive and aware.

Social Perception

Likely perceived by its intended audience as a brand that is authentic, politically and socially engaged, and offers more than just clothing—it offers a statement. The brand is perceived as one that wants to use its platform to "challenge anything that narrows the complexity and spectrum of our humanity."

Copy Examples

• •Headline: Dress with Intent. Live with Purpose. Body: FUTURE IS COLOR isn't just apparel. It's a conversation starter, a statement of solidarity, a step towards collective liberation. Explore designs that speak your truth.
• •Headline: Beyond the Fabric: A Community Woven with Empathy. Body: We believe in the power of dialogue to bridge divides. Our clothing reflects the culture, our studio builds the community. Join us. FUTURE IS COLOR.
• •Headline: Wear Your Convictions. Body: From "Respect The People" to "Resist In Love," our pieces are designed to provoke thought and inspire action. This is more than fashion; it's a movement. FUTURE IS COLOR.
• •Headline: Centering Our Stories. Designing Our Future. Body: At FUTURE IS COLOR, we champion Black, Brown, and Indigenous narratives. Every stitch is a story, every design a declaration. Shape the future with us.
• •Headline: Timeless Design. Timely Conversations. Body: FUTURE IS COLOR creates pieces that last, carrying messages that matter. Spark empathy, challenge norms, and build a liberated future, one design at a time.