Brand Tone

The brand's tone is rebellious, raw, and unapologetic, communicating with an anti-establishment and defiant voice. It rejects conformity and celebrates individuality, using direct, confident, and impactful language that channels proud non-conformity and resilience.

Brand Values

• •Authenticity
• •Rebellion
• •Resilience
• •Community
• •Self-Expression

Best Practices

• •Embrace the Vernacular: Use language that is authentic to skate, punk, and street culture. Keep it direct, confident, and free of corporate jargon. The tone should be consistently unapologetic.
• •Anchor in Heritage: Frequently reference the brand's origins "Detroit," "EST. 1992," and the connection to hardcore music and skateboarding to reinforce authenticity and legacy.
• •Champion the Outsider: Frame the customer as part of a rebellious tribe. Use inclusive but defiant language like "we," "us," "the tribe," and "for those who" to build a strong sense of community.
• •Focus on Attitude and Durability: Product descriptions should go beyond features. Highlight the resilience of the materials and the anti-establishment attitude each piece represents.
• •Maintain a Raw Aesthetic: Ensure that all written content, from social media captions to website copy, reflects the brand's raw, unfiltered, and "forged by artists" identity. Avoid polished or overly commercial language that could dilute its core values.

Social Perception

Ghetto Rags is perceived as an authentic and legitimate streetwear brand with deep cultural roots, evidenced by high demand for vintage pieces. The name is embraced as a symbol of pride and resilience, with customers viewing the brand as a statement of identity and connection to a specific lifestyle.

Copy Examples

• •Built for the Streets. The Original Detroit Snapback. Not a trend. A statement. Forged in '92 and still holding it down. Wear your roots.
• •We Are The Counterculture. For the outsiders, the rebels, and the non-conformists since 1992. This isn't fashion. This is Ghetto Rags.
• •Show Your Scars. From the pit to the pavement, our gear is made to endure. Tag @ghetto_rags to show us how you represent the tribe. #GhettoRags #DetroitHardcore
• •Uncompromising Quality. Our hoodies are crafted for durability, designed to withstand every skate session, concert, and city grind. Functionality meets an anti-establishment vibe.
• •It was never about the clothes. It was about survival. About making something from nothing. About a D.I.Y. attitude carved from the concrete of Detroit. That was our spirit in '92. It's our spirit now. Ghetto Rags.