Brand Tone

Curated, artistic, culturally rooted, sophisticated, intentional, rebellious, intellectual, niche, thought-provoking.

Brand Values

• •Authenticity
• •Creativity & Curation
• •Quality & Timelessness
• •Representation
• •Exclusivity

Best Practices

• •Embrace the Narrative: Every piece of copy should connect back to the core story of Madrid's culture, art, and the brand's rebellious yet sophisticated identity. Use storytelling to explain design choices.
• •Use an Elevated Vocabulary: Avoid generic marketing language. Instead of "New Collection," use terms like "New Chapter," "Next Verse," or "Curated Drop." This reinforces the brand's artistic and intellectual positioning.
• •Maintain Exclusivity in Language: Use phrases that imply scarcity and a select audience, such as "For the discerning," "Limited allocation," or "From our archive." This aligns with the small capsule release strategy.
• •Visual and Textual Harmony: Ensure the tone of the copy matches the high-quality, often moody and artistic aesthetic of the lookbooks and product photography. The words and images must tell the same story.
• •Lean into the Name: Don't shy away from the provocative nature of "Iscariot." Use it to frame the brand as a challenger of norms, a "traitor" to fast fashion, or a voice for the misunderstood, adding a layer of depth to the brand's identity.

Social Perception

ISCARIOT.12 is perceived as an emerging and influential player in the Spanish streetwear landscape. It's seen as a brand that brings a fresh, intellectual perspective to the scene. Its association with respected artists and its features in style publications position it as a credible and culturally relevant label. The brand is perceived as being for a discerning audience that appreciates the fusion of local culture, art, and fashion. The name itself—"Iscariot," the 12th apostle—lends a sense of being an outsider or a rebel, which resonates with a streetwear audience that values non-conformity. The decision to take an indefinite hiatus has likely enhanced its cult status, making its existing pieces more sought-after.

Copy Examples

• •CURATED IN MADRID. A STUDY IN TIMELESS REBELLION. THE ARCHIVES ARE CLOSED. THANK YOU FOR YOUR SUPPORT.
• •The fabric of the city. The ghost of a Goya. Our new denim chapbook is cut from Madrid's memory. Limited pieces available Friday. #Iscariot12 #MadridStreetwear
• •The Colón Mohair Sweater. A monument to brutalist beauty, woven from the finest mohair. An emblem of Madrid's skyline, reimagined as a timeless silhouette. Built to last beyond the season. Made for the concrete connoisseur.
• •An Ephemeral Archive: ISCARIOT.12 // Final Four Appearances.
• •ISCARIOT.12: Uniforms for the Cultured Outsider.