Brand Tone

provocative, unapologetic, and niche-focused

Brand Values

• •Authenticity
• •Exclusivity
• •Rebellion
• •Community

Best Practices

• •Embrace the Provocation: Do not shy away from the brand name. Use strong, confident, and direct language. Avoid corporate jargon or overly friendly tones that would dilute the brand's edge.
• •Use Insider Language: Continue using terms and hashtags relevant to the hip-hop, graffiti, and streetwear scenes (`#ogs`, `#streetwear`, etc.). This reinforces authenticity and community.
• •Focus on Exclusivity: Always highlight the limited nature of products. Use words like 'Drop,' 'Limited,' 'No Restocks,' and 'Exclusive' to create urgency and value.
• •Keep it Minimalist: Product descriptions should be direct and focus on quality, material, and design—not on emotional storytelling. Let the product and the brand's reputation speak for themselves.
• •Stay True to the Subculture: Ensure all visuals, collaborations, and event appearances align with the established identity (e.g., tattoo conventions, graffiti art). The copy should reflect this gritty, authentic world, not a polished, mainstream version of it.

Social Perception

Polarized and largely confined to its specific niche. Within its target community (streetwear, hip-hop, tattoo culture), it is perceived as a legitimate, edgy, and authentic brand for those who identify with urban street culture. For outsiders, the name 'Pure Hate' is often perceived negatively, aggressive, or controversial, creating a barrier to mainstream acceptance but reinforcing its counter-cultural appeal.

Copy Examples

• •Built for the concrete jungle. Our new heavyweight hoodie isn't for everyone—and that’s the point. Limited drop. No restocks.
• •Authenticity can't be bought. It's earned on the streets. Our latest collection is for the OGs who know the difference. #PureHateOriginals #Streetwear #BerlinCulture
• •We are Pure Hate Originals. We don't follow trends; we set the tone for the underground. Our gear is for the few. If you know, you know.
• •You're in. The password-protected site is now open for the Winter '25 drop. This is your 24-hour head start before the gates close. Act accordingly.
• •Find us at Tattoo & Lifestyle Leipzig. We'll have the gear that matches your ink. Stand 247. No excuses.