Brand Tone

Mysterious, Edgy, and Subversive

Brand Values

• •Individuality and Non-Conformity
• •Understated Confidence
• •Artistic Expression
• •Control and Mystique

Best Practices

• •Less is More: Keep copy minimal and impactful. Use short, declarative sentences. Let the product visuals do most of the talking.
• •Embrace Ambiguity: Use language that is open to interpretation. The brand name itself is a question. This invites curiosity and makes the customer feel like they are discovering something exclusive.
• •Focus on "You," Not "We": Frame the copy around the customer's identity and mindset. Instead of "We make rebellious clothes," use language like "Your uniform for the rebellion." It empowers the customer.
• •Maintain Visual Consistency: The dark, minimalist, and slightly raw aesthetic is crucial. All photography, videography, and graphic design should adhere to this established visual tone, as it is the primary communicator of the brand's values.
• •Use Hashtags Strategically: Continue to engage with and use hashtags from relevant subcultures like #corpcore, #undergroundmusic, and #avantgarde to reinforce the brand's position within these niche communities and maintain authenticity.

Social Perception

A niche, 'in-the-know' underground brand, perceived as community-driven, aspirational, cool, and innovative within specific online subcultures.

Copy Examples

• •Observe. Don't be observed. The Stalker Jacket is back in stock. #ijpts #streetwear #avantgarde
• •For Sundays when you feel less than angelic. The Fallen Angels Bikini. Limited run.
• •Control is an illusion. Style is not. ijustpullthestrings.
• •Your new uniform has arrived. Don't follow the rules. Write them. New collection inside.
• •Tired of the noise? We whisper. Experimental clothing & jewelry for the individual. Shop ijustpullthestrings.