Brand Tone

rebellious, defiant, edgy, and individualistic

Brand Values

• •Individuality and Self-Expression: The brand champions the idea of being unique and encourages others to "find and share their individuality."
• •Anti-Conformity/Rebellion: A core value is the rejection of mainstream trends, "fast fashion," and "soulless conformity." They align with "punks, rebels, revolutionaries, justice seekers, and other shitstarters."
• •DIY Ethos and Craftsmanship: Stemming from punk rock tradition, there's an emphasis on hand-finished details, a low-tech design approach, and creating "wearable art." "Savor slow style" also points to an appreciation for quality and longevity over disposability.
• •Authenticity: The brand presents itself as genuine and unvarnished, providing an alternative to systemic bias and superficiality.
• •Provocation and Thought: Designs often aim to provoke thought and reaction through the use of challenging imagery and concepts.
• •Counter-Culture Engagement: The brand connects with themes of dissent, anarchy, and a critical view of societal norms.

Best Practices

• •Embrace the Edge: Don't shy away from provocative language, a rebellious spirit, and a slightly confrontational (anti-establishment) tone. Use strong verbs and direct address.
• •Champion Individuality: Consistently highlight the value of self-expression, uniqueness, and marching to the beat of your own drum. Frame products as tools for personal statement.
• •Tell the "Why": Weave in the brand's story, its punk/DIY roots, and its stance against fast fashion. This adds depth and authenticity to the rebellious image.
• •Speak to Your Tribe: Use language and references that resonate with a counter-culture audience (e.g., "shitstarters," "renegade," "anarchy"). Avoid generic marketing speak.
• •Maintain an "Anti-Social" Wit (Where Appropriate): Reflect the brand's slightly ironic and critical view of mainstream obsessions, including social media itself, as seen on their "(Anti) Social Media" page. This can build a unique connection with those who share a similar skepticism.

Social Perception

Customers and Fans: Likely perceive Korrupt Label as a unique, authentic brand that allows them to express their individuality and non-conformist views. They are probably drawn to the edgy, artistic, and high-quality, handcrafted nature of the clothing. The appeal extends to a broader demographic feeling "saturated by and wary of systemic bias, and cookie-cutter marginalization." Public/Media: The media coverage found portrays Korrupt Label positively as a distinctive and artistic local brand with a clear vision and DIY ethic. It's seen as a niche label with a strong, specific aesthetic rooted in punk and counter-culture. Potential Negative Perception: The name "Korrupt" itself could be misconstrued by those unfamiliar with the brand's ethos, potentially associating it with negativity if the counter-cultural, rebellious intent isn't understood. (A commenter on the Hypebeast article mentioned this: "Want to like this brand, but with a name like Korrupt..."). However, for its target audience, the name likely reinforces its rebellious and edgy appeal. The brand itself seems aware and even leans into this, as Miyoshi was reportedly given the name by a character who could be "quite abrasive."

Copy Examples

• •Headline: Enough with Normal. Unleash Your Korrupt. Body: Tired of the same bland script? Korrupt Label crafts gear for the ones who write their own. Hand-finished, soul-injected. This isn't fashion, it's a statement. Wear it loud. (Product: New T-shirt line)
• •Social Media Post: They call it chaos. We call it character. Our latest drop is forged in the spirit of glorious imperfection. Because conformity is the only real corruption. Link in bio. #KorruptLabel #AntiFashion #WearYourStory #DIYCulture #RebelStyle (Product: Distressed hoodies)
• •Product Description (for a patch): Stitch on defiance. This isn't just a patch; it's a piece of the rebellion. Hand-drawn, meaning-laced. Cover up the mundane or start a new conversation. Your canvas, your rules. Made in Oakland, with grit and conviction. (Product: New patch design)
• •Email Subject: Status Quo Got You Yawning? Body: We see you. The thinkers, the makers, the beautifully Korrupt. Escape the echo chamber with designs that speak louder than fleeting trends. Explore the new collection – if you dare. (Product: General new arrivals)
• •Website Banner: Forget The Hype. Embrace The Real. Korrupt Label: Artisanally deconstructed, ethically crafted. For those who live by their own code. (Brand message)