Brand Tone

Irreverent, authentic, and niche-driven, blending counter-culture appreciation with a friendly, approachable voice. Language is casual, peppered with specific cultural references (punk, hardcore, skateboarding, hip hop, emo music), confident, passionate, and avoids pretentiousness, akin to a cool older sibling.

Brand Values

• •Authenticity and Niche Passion
• •Creativity and Self-Expression
• •Community and Giving Back
• •Independent Spirit

Best Practices

• •Always ground the copy in the brand's genuine story and influences. Use specific references (bands, scenes, cultural moments) to connect with the core audience and prove the brand's credibility.
• •Maintain a casual, confident, and slightly irreverent tone. Use language that feels like it's from a peer within the subculture, not a marketer observing it. Avoid overly corporate or generic e-commerce phrases.
• •While deep cuts and niche references are your strength, ensure the copy is still welcoming. Explain why something is cool or what it references, inviting newcomers into the fold without alienating the core base.
• •Continuously reinforce the brand's values. Mention that products are printed in the USA, designed in an NYC apartment, and that a portion of sales supports a cause. This builds a stronger brand identity beyond just the products themselves.
• •Use the brand name cleverly in copy where appropriate. Phrases like "Get Mugged," "The Daily Mugging," or "Mugged & Adorned" can reinforce the brand name in a memorable and playful way that reclaims the term for style and culture.

Social Perception

Largely positive, focusing on product uniqueness and quality. Customers praise product quality (especially mugs) and secure packaging. Reviews are positive, with products meeting or exceeding expectations. Designs are seen as unique and appealing to specific niches. The "give back" initiative contributes to a positive perception.

Copy Examples

• •More Than Merch. It's a Mixtape. Born in a NYC kitchen from a love of punk shows, skate decks, and sick beats. This is your uniform.
• •Remember when finding the perfect beat was an analog mission? We do. The new Turntable Tonearm shirt is for the vinyl purists, the crate diggers, and everyone who knows the best sounds have a little bit of crackle. Printed in the USA. Worn everywhere. #turntablism #streetwear #nycfashion #hiphopculture
• •That first sip when the nostalgia hits. This one’s for the Texas Is The Reason and The Promise Ring generation. Fuel your grown-up life with the same energy you had in the mosh pit. 🤘 #emomusic #90semo #coffeetiktok #muggednyc
• •The Official Mug of Your Counter-Culture. You've been to the shows, you've owned the records, you've lived the life. We started Mugged NYC to create the gear we always wanted but could never find. Shop our collection of mugs, shirts, and totes inspired by decades of subculture. Shop Now & Support School Arts Programs.
• •New Drops & The Noise That Inspired Them.