Brand Tone

Sophisticated & Edgy, Confident & Understated

Brand Values

• •Timeless Luxury
• •Artisanal Craftsmanship
• •Contemporary Coolness
• •Gender Fluidity
• •Conscious Sourcing

Best Practices

• •Emphasize Quality and Origin: Always highlight "Made in Italy," artisanal craftsmanship, and premium materials.
• •Embrace Understatement: Let the product's design and quality take center stage. Avoid hyperbole.
• •Speak to Individuality: Frame the clothing as empowering self-expression, aligning with the gender-fluid concept.
• •Maintain a Sophisticated Vocabulary: Use language that reflects the luxury positioning of the brand.
• •Reference Inspirations Subtly: Allude to the '80s, '90s, and subculture influences without being overly explicit, maintaining an air of sophisticated cool.

Social Perception

High-Quality & Well-Made, Fashion-Forward & Stylish, Unique & Recognizable, Luxury & Investment

Copy Examples

• •Halfboy: Beyond Trends. Enduring Italian luxury, reimagined for now.
• •The art of dressing, redefined. Discover Halfboy's fluid silhouettes and artisanal precision.
• •Own the intersection of street-informed cool and timeless Italian craftsmanship. This is Halfboy.
• •Crafted not just to be worn, but to be lived in. Experience the distinct touch of Halfboy.
• •Inspired by subculture, perfected in Italy. Halfboy — luxury with an edge.