Brand Tone

Confident and Empowering, Stylish and Modern, Aspirational yet Relatable, Direct and Declarative

Brand Values

• •Authenticity
• •Quality and Craftsmanship
• •Individuality and Self-Expression
• •Customer-Centricity
• •Transparency and Honesty
• •Timeless Design & Redefining Fashion
• •Sustainability

Best Practices

• •Anchor to Core Values: Always circle back to "Authenticity," "Individuality," and "Quality." Every piece of copy should, in some way, reflect these foundational principles.
• •Use Empowering Language: Employ verbs and adjectives that inspire confidence and self-expression (e.g., "define," "unleash," "craft your," "own your," "unapologetically").
• •Maintain a Confident and Direct Voice: Speak with conviction about the brand's mission and product quality. Avoid hesitant or overly passive language.
• •Stay Current but Timeless: While embracing modern streetwear language, ensure the core message of authenticity and quality remains timeless, avoiding fleeting slang that could quickly date the brand.
• •Show, Don't Just Tell, Authenticity: Instead of only stating "we are authentic," use copy to tell stories (even brief ones in product descriptions or social posts) that showcase how the apparel helps individuals express their true selves or how the brand commits to its values. This includes being transparent and consistent in messaging across all platforms.

Social Perception

Mixed reviews, emphasis on authenticity appreciated, some concerns about limited customer reviews, association with streetwear/luxury.

Copy Examples

• •Define Your Own Standard. Wear Your Story. This isn't just apparel; it's your armor of authenticity. Shop the new collection and express the real you.
• •Crafted for the Unconventional. GENUINE AUTHENTIC BRAND: Where premium quality meets your unique edge. Discover pieces that speak louder than words.
• •Beyond the Trend. Beyond Expectation. We believe in style that lasts and authenticity that shines. Experience the difference of true craftsmanship.
• •Unapologetically You. Our latest drop is here to amplify your individuality. Genuine style, authentic vibes. #GenuineAuthenticBrand
• •The Street. Your Runway. With GENUINE AUTHENTIC BRAND, every piece is a statement of who you are. Quality, comfort, and undeniable authenticity. Step into your power.