Brand Tone

Avant-garde, enigmatic, confident, bold, minimalist, and direct.

Brand Values

• •Artistic Expression & High-Concept Design
• •Empowerment & Strength
• •Gender Fluidity
• •Sustainability & Intentionality
• •Authenticity & Independence

Best Practices

• •Embrace "Less is More": Keep copy concise and impactful. Use short sentences, sentence fragments, and direct statements. Let the product and visuals carry most of the narrative weight.
• •Speak in Metaphors: Use abstract and evocative language that relates to the brand values of strength, art, and structure. Refer to clothing as "forms," "structures," or "armor" rather than just "items" or "products."
• •Maintain the Mystery: Avoid overly descriptive or sales-oriented language. The tone should be confident and slightly aloof, creating intrigue and making the customer feel like they are discovering something exclusive.
• •Reinforce Core Values in Every Message: Subtly weave in brand values like gender fluidity, sustainability ("intentional production," "limited drop"), and empowerment ("feel bold," "find your strength") into all copy, from product descriptions to social media captions.
• •Write for the Individual, Not the Masses: Address the audience directly using "you." The tone should feel personal and empowering, as if speaking to a single person who understands and shares the brand's unique perspective, rather than shouting to a crowd.

Social Perception

Perceived as a high-quality, artistic, and mysterious niche brand with a cult following, appealing to individuals seeking unique, avant-garde apparel.

Copy Examples

• •Structure for the fluid form. Power in silhouette. Not for them. For you. #NotThompson #WearableArt #Darkwear
• •A second skin, deconstructed. The Sliced Mock Neck is an exercise in subtle rebellion. Crafted for a world of layers, both seen and unseen. Made from [Fabric Type]. Gender-fluid. Intentionally designed in Los Angeles.
• •One Garment. Infinite Forms. Your canvas. Your rules. #NotThompson #GenderFluidFashion #AvantGardeStyle #HowToStyle
• •We don't follow seasons. We follow instinct. Our latest collection is now available. Created in limited quantities from deadstock fabric because true style is not disposable. Discover the new forms.
• •Not Thompson is not a label. It is a statement. We create armor for the bold and solace for the strong. Inspired by the concrete and the wild. Designed in LA. Worn by individuals.