Brand Tone

Mysterious, Edgy, and Aspirational. It's confident and understated, avoiding loud or aggressive sales language, allowing visuals to convey much of the message. It whispers, knowing the right people will hear.

Brand Values

• •Individuality and Self-Expression
• •Community
• •Quality and Comfort
• •Inclusivity
• •Authenticity

Best Practices

• •Use short, impactful sentences. The brand’s power lies in what is left unsaid. Let the photography do the heavy lifting and use copy to add a layer of mystique.
• •Use language that resonates with the existing subculture. Words like "urban," "nomad," "echo," and "unseen" reinforce the brand identity without being overly explicit.
• •Sell the confidence and sense of belonging that comes with wearing the brand. Instead of saying "high-quality shirt," describe it as a piece that "wraps you in confidence."
• •Ensure every piece of copy, from a social media caption to a product description, aligns with the dark, urban, and edgy visual aesthetic. The words should feel like they belong in the world the images create.
• •The voice on Instagram should be the same as the voice in an email newsletter or on the website. This builds a strong, recognizable brand identity and fosters trust with the audience.

Social Perception

GHOSTREET is perceived as a niche, stylish, and high-quality streetwear brand, appealing to a fashion-forward audience drawn to its unique urban, dark, and mysterious aesthetic. It's seen as a brand for those "in the know" who identify strongly with its "ghost" identity and specific subculture.

Copy Examples

• •Some paths are meant to be walked alone. Find your way. #GHOSTREET
• •Engineered for the urban nomad. Our signature oversized tee, reimagined in a deep acid wash. Each piece is unique, a testament to its journey. Made with 100% super combed cotton for a feel that’s as confident as its look. Wear the silence.
• •Style That Speaks For Itself. The new collection is here.
• •You’ve been seen. Your exclusive access inside.
• •Uniform for the Unseen. More than clothing. It’s a statement of individuality for those who move differently. Discover the full GHOSTREET collection. [Shop Now]