Brand Tone

Rebellious & Irreverent, Edgy & Raw, Confident & Bold, Youthful & Cool, Exclusive & Aspirational

Brand Values

• •Individuality & Self-Expression
• •Non-Conformity & Rebellion
• •Authenticity
• •Quality & Craftsmanship
• •Creativity & Artistic Expression

Best Practices

• •Embrace Imperfection and Rawness: Use language that feels authentic and unpolished, not overly corporate or sterile. Reflect the 'raw finishes' and 'deliberate unfussy style' in the words chosen.
• •Channel the Rebellious Spirit: Copy should challenge norms and express a confident, independent attitude. Avoid clichés and generic marketing phrases. Think 'irreverent' and 'uninfluenced by consumer trends.'
• •Speak to Individuality: Frame messages around self-expression and the wearer's unique identity. Highlight how Ksubi empowers them to be bold and different.
• •Maintain an Understated Cool: While bold, the tone shouldn't be try-hard. It's an inherent confidence that doesn't need to shout too loudly. It's 'deliberately unfussy.'
• •Stay Connected to Cultural Roots (Art, Music, Street): Infuse copy with an awareness of subcultures and creative expression that resonate with the brand's heritage and target audience (young, creative, fashion-forward individuals). Use vocabulary that feels current and relevant to this demographic without pandering.

Social Perception

Cult Following, Celebrity Endorsed, Streetwear Staple / Luxury Streetwear, Iconic Denim, Trendsetter, Not Follower, Premium & Sometimes Expensive, Associated with Attitude

Copy Examples

• •Headline: Don't Follow. Define. Body: Our rules. Your style. Ksubi denim – made for those who write their own story.
• •Headline: Perfectly Imperfect. Body: Raw edges. Signature distress. The new collection is here. Wear it your way. No apologies.
• •Headline: For The Originals. By The Originals. Body: Born from rebellion, crafted for the individual. This isn't just clothing, it's a statement. Limited drop now live.
• •Headline: Beyond The Noise. Body: Trends fade. Attitude is forever. Ksubi essentials – built to last, designed to provoke.
• •Headline: Ksubi Kulture. Body: More than denim. It's a mindset. Join the global collective who dare to be different. New arrivals reflect the now.