Brand Tone

Confident, minimalist, and effortlessly cool. Direct and unapologetic, appealing to a streetwear audience that values authenticity and quality over flashy marketing. Language is simple and focuses on product tangible qualities.

Brand Values

• •Quality & Craftsmanship
• •Authenticity
• •Exclusivity & Community

Best Practices

• •Lead with Quality: Always highlight the superior materials and construction of the garments. Use descriptive terms like "heavyweight cotton," "premium jersey," and "durable" to reinforce the brand's commitment to quality.
• •Maintain a Minimalist Tone: Keep the language clean, direct, and confident. Avoid overly embellished or sales-y language. The product should speak for itself.
• •Emphasize the Fit and Feel: Streetwear is as much about comfort as it is about style. Use phrases like "oversized fit," "relaxed silhouette," and "super soft" to appeal to the tactile experience of wearing the clothes.
• •Foster a Sense of Exclusivity: Use inclusive yet aspirational language that makes customers feel like they are part of a select group. Phrases like "Join the VIP Club" or "The KRAM™ standard" can create a loyal community.
• •Stay True to the Streetwear Aesthetic: The copy should reflect the culture understated, cool, and confident. Avoid corporate jargon and maintain an authentic voice that resonates with the target audience.

Social Perception

A niche streetwear label with high-quality basics. Perceived as authentic, with a clean aesthetic and focus on premium materials. Appeals to consumers looking for durable and stylish staples, with a loyal and engaged customer base.

Copy Examples

• •Engineered for comfort. Designed for the streets. The KRAM™ oversized hoodie in heavyweight cotton. Built to last.
• •More than just a t-shirt. It's a statement. Our OG KRAM tee is crafted from 100% heavyweight cotton, pre-shrunk for a perfect fit from day one. The relaxed, oversized silhouette and distressed collar offer a modern take on a timeless classic.
• •The KRAM™ collection. Quality you can feel.
• •Tired of fast fashion? Demand more. KRAM™ delivers premium, heavyweight essentials that form the foundation of your wardrobe. Shop the new collection.
• •KRAM™ | Premium Streetwear Essentials. Quality, comfort, and confidence in every stitch. #KRAMCLO