Brand Tone

minimalist, professional, and aspirational

Brand Values

• •Curation and Exclusivity
• •Quality
• •Global Street Culture with a Tokyo Base
• •Aesthetic Integrity

Best Practices

• •Prioritize Brevity and Clarity: Use short, declarative sentences. Avoid unnecessary adjectives, slang, or exclamation points. The product and imagery should do most of the talking.
• •Maintain a Bilingual (Japanese/English) Approach: Continue using both languages in social media captions and key communications to reinforce the brand's identity as a Tokyo-based global retailer. This appeals to both local and international customers.
• •Focus on "What," Not "Why": The copy should state what the product is, what brand it's from, and its key material or feature. Avoid persuasive language that tells the customer why they should want it; the aspirational tone assumes the customer already knows the item's value.
• •Use Keywords of Curation and Exclusivity: Consistently use terms like "curated," "selection," "essentials," "exclusive," and "latest arrivals" to reinforce the brand's core value proposition.
• •Let Visuals Lead: Ensure the copy always serves to complement the high-quality visuals, not overshadow them. The text should be an anchor—providing context and information—while the photography creates the mood and desire. The minimalist text enhances the impact of the strong visual identity.

Social Perception

The brand is perceived as a specialty, high-end online boutique. Its audience consists of informed streetwear enthusiasts, sneaker collectors, and fashion-forward individuals seeking specific, often rare, items. The perception is one of reliability and authenticity within its niche community.

Copy Examples

• •New Balance M990GL6. Available online. #H2TTokyo #NewBalance
• •H2T Essentials: The Foundation. A curated selection of core apparel. Built for the urban landscape. Shop now.
• •H2T Logo Hoodie - Ash Grey. Constructed from heavyweight Japanese fleece for superior structure and warmth. Features a subtle, embroidered H2T logo on the chest. A minimalist staple, designed in Tokyo. Regular fit.
• •Now Available: Salomon Advanced & Suicoke Moto.
• •Global Curation. Tokyo Based. H2T TOKYO: Your source for exclusive sneakers and contemporary streetwear from around the world. Discover our latest arrivals. Shop Now