Brand Tone

Philosophical & Inquisitive, Edgy & Rebellious, Melancholic & Poetic, Mysterious & Dark, Bold & Courageous

Brand Values

• •Curiosity & Questioning: Encouraging a mindset that doesn't shy away from big or difficult questions, even about existence.
• •Self-Expression: Viewing clothing as a way to tell one's story without words.
• •Bravery & Courage: Facing life's mysteries and the unknown.
• •Individuality & Non-Conformity: Appealing to those who are different and "not afraid to question everything."
• •Exploration & Self-Discovery: Inviting customers on a journey of understanding themselves and the world.
• •Authenticity: Stemming from the raw, often unfiltered questions and themes they explore.

Best Practices

• •Embrace the Existential: Always circle back to the core theme of questioning, exploring the unknown, and life's big mysteries. Use rhetorical questions and thought-provoking statements.
• •Maintain a Balance of Edgy and Poetic: While the aesthetic can be dark and rebellious, infuse a layer of poetic or melancholic reflection, especially in longer-form content or conceptual descriptions.
• •Visual-Verbal Cohesion: Ensure the tone of the copy is consistently matched by the mood and style of visuals (photography, videography, graphics). If the image is dark and moody, the copy should reflect that.
• •Speak to the "Insider": Address the audience as individuals who are also "curious, brave, and not afraid to ask." This creates a sense of community and shared understanding.
• •Be Authentic in Ambiguity: It's okay not to have all the answers. The brand's strength lies in posing questions, not necessarily resolving them. This allows for an air of mystery and ongoing exploration that aligns with the brand's values.

Social Perception

The brand is perceived as unique, offering distinctive designs within streetwear, resonating with grunge, emo, and punk styles. It's seen as a high-end streetwear label with positive transaction experiences. The philosophical and dark themes attract a niche audience appreciating thought-provoking content alongside fashion.

Copy Examples

• •Instagram Post (Image: Model wearing HYDB? hoodie in an urban, gritty setting): "They say ignorance is bliss. We say questions are the beginning of knowing. What truth are you unraveling today? #haveyoudiedbefore #QuestionEverything"
• •Product Description (for a new T-shirt with a cryptic design): "Some stories aren't meant for words. This tee speaks in shadows and symbols, for those who find comfort in the enigma. Wear your mystery. #HYDB #SelfExpression"
• •Website Banner (Dark, artistic background): "Beyond the veil of the ordinary lies the extraordinary. Dare to look? Explore the new collection. #haveyoudiedbefore #FaceTheUnknown"
• •TikTok Video Teaser (Fast cuts of new apparel, ending with the brand logo): "What if this life isn't the first? New drops for the eternally curious. Link in bio. #HYDB #Streetwear #AlternativeFashion"
• •Email Newsletter Subject Line: "Have You Questioned Reality Lately? New HYDB? Arrivals Inside." Body Snippet: "For the seekers, the wanderers, the unafraid. Pieces designed not just to be worn, but to be pondered. Discover what's new at haveyoudiedbefore."