Brand Tone

trendy, casual, authentic, and youthful

Brand Values

• •Individuality and Self-Expression
• •Nostalgia and Authenticity
• •Trend-Awareness
• •Community

Best Practices

• •Stay True to the "Idk" Vibe: Keep the language casual, confident, and understated. Avoid overly corporate or "salesy" language. The tone should feel like a recommendation from a stylish friend.
• •Leverage User-Generated Content: Encourage followers to post their outfits using a specific hashtag. Featuring this content not only provides social proof but also reinforces the community value and authentic tone.
• •Keep it Visual: The brand's strength is its products. Copy should always support the visuals (photos and videos), not overpower them. Use short, punchy captions that are easy to read.
• •Speak the Language of Your Audience: Continue to stay current with slang, memes, and trends relevant to the streetwear and vintage community, especially on TikTok. This shows the brand is an active participant in the culture it serves.
• •Emphasize Scarcity and Uniqueness: Since every vintage piece is unique, use this to your advantage in copywriting. Phrases like "One of a kind," "Once it's gone, it's gone," and announcing specific drop times creates urgency and highlights the value of each item.

Social Perception

overwhelmingly positive, viewed as a cool and reliable source for sought-after vintage clothing, and authentic to the culture it represents.

Copy Examples

• •90s Carhartt just hits different. Built to last, styled for right now. Dropping a fresh batch of these icons on the site tomorrow at 6 PM EST. You know the drill. ⏳
• •Your closet called. It wants more vintage. Shop the latest drop of hand-picked graphic tees and workwear.
• •You're not gonna want to miss this drop...
• •The perfect fade. This 90s Nike piece has seen things, and is ready for its next chapter with you. Perfectly worn-in for maximum comfort without sacrificing the classic look. A true one-of-one.
• •Stop scrolling, start styling. Our new collection of vintage heat just landed. From baggy jeans to classic outerwear, find the pieces that tell your story. Shop now before they're gone (for good this time).