Brand Tone

Cryptic, artistic, exclusive, obscure, and detached, focusing on visual communication to create intrigue and appeal to non-conformists.

Brand Values

• •Artistic Expression
• •Anonymity and Identity
• •Exclusivity & Niche Community

Best Practices

• •Prioritize Visuals Over Text: Copy should be minimal, cryptic, and complementary to visuals, avoiding over-explanation.
• •Maintain the Mystery: Do not over-explain brand origins or mission; lack of information is part of the appeal.
• •Use a Limited Lexicon: Stick to core vocabulary (e.g., static, distortion, reflection) and avoid common marketing buzzwords.
• •Embrace Ambiguity: Write open-to-interpretation copy that resonates deeply with a specific mindset rather than seeking universal understanding.
• •Engage Subtly: Maintain a detached and artistic tone in community interactions, using minimal words, symbols, or likes to reinforce exclusivity.

Social Perception

Authentic, 'if you know, you know' (IYKYK) streetwear label; perceived as a creator-driven project embedded in a specific subculture, not mainstream; seen more as an art project than a traditional clothing company.

Copy Examples

• •Distortion is clarity. The new hoodie. Now available.
• •Reflect what they can't see. Mirror Face.
• •A signal in the noise. For a limited time. A new frequency has been detected.
• •Heavyweight cotton canvas. A uniform for the unseen. Cut and sewn to fade into the static.
• •i love you mirror face. Shop the static.