Brand Tone

Provocative and Political, Artistic and Storytelling, Unapologetic and Authentic, Intellectual and Thought-Provoking, Celebratory (of Black Culture), Exclusive and Avant-Garde

Brand Values

• •Social Justice and Activism
• •Storytelling and Reclaiming Narratives
• •Authenticity and Integrity
• •Community and Inclusivity
• •Craftsmanship and Innovation
• •Perseverance and Strength

Best Practices

• •Lead with Purpose: Every piece of copy should connect back to Pyer Moss's core mission of storytelling, activism, and social commentary. Don't just describe the product; explain its meaning and the narrative it represents.
• •Embrace Provocation: Use language that is bold, direct, and unafraid to challenge norms or address uncomfortable truths. The tone should feel active, not passive.
• •Maintain Authenticity: The voice should reflect Kerby Jean-Raymond's genuine passion and the brand's journey. Avoid overly corporate or diluted messaging. It should feel raw and real.
• •Incorporate Storytelling: Weave narratives into product descriptions, social media posts, and all communications. Highlight the historical or cultural significance behind design choices.
• •Be Intellectually Engaging: Write copy that makes people think. Pose questions, introduce complex ideas, and encourage dialogue, reflecting the brand's positioning as an "art project" and "social experiment."

Social Perception

Culturally Significant and Impactful, Innovative and Trailblazing, A Voice for the Underrepresented, Polarizing at Times, Inspiring Loyalty

Copy Examples

• •Headline: Pyer Moss: This Is Not Just Fashion. This Is Our Story. Body: Beyond the seams and silhouettes, we stitch the narratives of a people. Each collection is a chapter, a conversation, a confrontation. Wear the truth.
• •Headline: American, Also. Period. Body: We are rewriting the history books, one garment at a time. Pyer Moss exhumes forgotten legacies and stitches them into the fabric of today. This is our heritage, boldly reclaimed.
• •Headline: The Art of Dissent. The Craft of Change. Body: Pyer Moss isn't for the passive observer. It's for those who understand that art is a weapon, style is a statement, and silence is not an option. What will you say?
• •Headline: More Than A Label. A Platform. Body: Founded on the principles of social responsibility and authentic storytelling. Pyer Moss exists to challenge, to provoke dialogue, and to empower. This is where culture, art, and activism converge.
• •Headline: Unapologetically Crafted. Fearlessly Worn. Body: From the streets that raised us to the runways that watch us, Pyer Moss is a testament to resilience and a celebration of identity. Experience fashion as a social experiment.