Brand Tone

Authentic, Empowering, Inclusive/Democratic, Street-Smart/Cultural, Aspirational but Accessible, Community-Oriented

Brand Values

• •Authenticity: Providing genuine streetwear and reflecting true street culture.
• •Accessibility/Democratization of Fashion: Making quality style attainable for more people.
• •Empowerment: Instilling confidence and a sense of identity through fashion.
• •Originality/Individuality: Celebrating unique personal expression.
• •Cultural Pride: Valuing and representing the style and attitude born from favela culture.
• •Community & Social Impact: Acknowledging roots and aiming to contribute positively.
• •Quality: Sourcing from the "best factories" to ensure good products.

Best Practices

• •Embrace Authentic Slang (Use with Care): Incorporate Brazilian Portuguese street slang or terms like "quebrada"
• •Connect style with attitude and self-worth, as stated in their motto.
• •Story-Tell the "Why": Remind customers of the brand's origin story and mission – democratizing fashion, bridging gaps, and giving back.
• •Showcase the quality of sourced materials and manufacturing processes.
• •Highlight collaborations with local artists and social projects.

Social Perception

A movement that connects style, identity, and culture, more than just a store. Trendy and exclusive, appealing to those seeking unique items, with a commitment to social impact and community support.

Copy Examples

• •"Drop da Favela – Mais que estilo, uma atitude." (Drop da Favela – More than style, an attitude.)
• •Born from the desire to make quality, fairly-priced fashion accessible, bridging the gap between "quebrada" (a colloquial term for urban outskirts or favelas) and authentic streetwear.
• •To empower, inspire, and value the identity of each client, promoting the idea that dressing well is a right for everyone and that fashion should reflect individual strength and originality.
• •Curated selections of sneakers and clothing that represent attitude, culture, and exclusivity, keeping up with streetwear trends.
• •A commitment to give back to the community that inspires them by supporting social projects, encouraging new talent, and strengthening their culture.