Brand Tone

provocative, humorous, bold, and irreverent. It uses sexually charged language and insider slang to be intentionally exclusive and create a strong sense of in-group identity. The voice is confident and unapologetic, designed to be a "statement maker." It's playful but direct, flirty, and fun.

Brand Values

• •Unapologetic Self-Expression
• •Community & Connection
• •Humor & Irreverence
• •Provocation

Best Practices

• •Embrace the "In-Joke": Continue using slang and humor that resonates specifically with the target queer community. This builds authenticity and reinforces the brand's exclusive, in-group feel.
• •Be Unapologetically Direct: The copy should always be bold and to the point. Avoid soft, generic marketing language. The brand's strength is its directness and lack of apology for what it is.
• •Balance Provocation with Playfulness: The brand is provocative, but it's rooted in fun and humor, not aggression. Ensure the copy maintains a flirty, playful tone to avoid alienating its core audience.
• •Focus on Identity and Statement: Frame the products not just as apparel but as tools for self-expression and identity. The copy should answer the question: "What does wearing this say about me?"
• •Use the "Live Clean, Play Dirty" Duality: Consistently reference the brand's core tagline. This duality is central to the brand's ethos—it speaks to a customer who is confident and put-together ("Live Clean") but also embraces their wild, fun, and "dirty" side ("Play Dirty").

Social Perception

Within its target demographic (primarily gay men), the brand is perceived as fun, empowering, and relatable. Customers buy the products to make a statement, show off their sense of humor, and signal their identity.

Copy Examples

• •Some see a mess. We see a good time. Own it. #iamSUCIA #PlayDirty
• •Your personality isn't subtle. Your t-shirt shouldn't be either. Shop the Statement Collection.
• •Ready to make a statement without saying a word? Be the SUCIA you are and let the world know it. Our new collection just dropped, and it's as unapologetic as you are. For those who live clean, but play dirty.
• •Bold. Sexy. Fearless. From 'Bossy Bottom' to 'Alpha Bull,' say it all with your chest. Our designs are made to spark conversations and turn heads. What's your statement? #iamSUCIA
• •Some people get ready. You were born ready. This tank is for those who are always prepared for whatever, or whoever, comes their way. It’s the perfect way to start a conversation... or stop one in its tracks. Stay ready. #BornReady