Brand Tone

Bold & Unapologetic, Proud & Celebratory, Streetwise & Contemporary, Defiant & Rebellious, Inclusive (for those who share the pride)

Brand Values

• •Mexican Pride
• •Authenticity
• •Quality & Craftsmanship ("Hecho en México")
• •Resilience & Strength
• •Creativity & Talent
• •Fairness

Best Practices

• •Embrace Boldness: Don't dilute the core message. Use strong, confident, and direct language. The brand's name is inherently provocative; the copy should reflect that fearlessness.
• •Infuse Authentic Mexican Pride: Weave in Spanish words or cultural references where appropriate (e.g., "orgullo," "chingón," "Hecho en México"). Ensure these are used respectfully and resonate with the target audience's understanding and appreciation of Mexican culture. The copy should always celebrate Mexico's strengths, creativity, and spirit.
• •Maintain a Streetwise, Contemporary Edge: Keep the language fresh, modern, and relatable to a fashion-conscious, culturally aware audience. Avoid overly formal or stuffy language. Think cool, confident, and a little edgy.
• •Be Declarative and Affirmative: The brand makes a statement. Copy should use declarative sentences and a positive, affirming tone, reinforcing the "Mexico is great" message.
• •Tell the Story (Subtly or Overtly): Remind the audience of the "why" behind the brand – the desire to uplift Mexican talent, the response to negativity, the celebration of heritage. This adds depth and reinforces the values beyond just the products.

Social Perception

Viewed as a powerful and cool expression of Mexican identity and pride by supporters. Critics may find the slogan crude or oversimplified. Generally recognized for its bold statement and association with modern, streetwear-influenced movement celebrating Mexican culture.

Copy Examples

• •Headline: Beyond the Hype. This is Heritage. Body: MITS ONLINE isn't just a slogan, it's a statement. Crafted with pride, worn with soul. Discover apparel that tells the world: Mexico is the Shit. #HechoEnMexicoConOrgullo
• •Headline: Wear Your Orgullo. Body: From the streets to the global stage, our gear speaks volumes. MITS ONLINE: Unapologetically Mexican. Authentically You. Shop the collection.
• •Headline: More Than a Brand. It's a Movement. Body: Join a generation that celebrates the vibrant culture, creativity, and unstoppable spirit of Mexico. MITS ONLINE – Wear the passion. Live the statement.
• •Headline: Crafted in Mexico. Designed for the World. Body: We believe in quality. We believe in our roots. MITS ONLINE brings you premium apparel that’s as bold and authentic as the culture that inspires it. #MexicoIsTheShit
• •Headline: Don't Just Say It. Live It. Body: MITS ONLINE. Gear up with apparel that embodies the energy, the art, the flavor, the heart of Mexico. Because being proud is always in style.