Brand Tone

aspirational, edgy, sophisticated, confident, unapologetic, philosophical, evocative, rebellious, sensual

Brand Values

• •Evolution and Self-Betterment
• •Authenticity and Self-Expression
• •Rebellious Spirit
• •Effortless Sophistication
• •Quality and Craftsmanship

Best Practices

• •Lead with Philosophy: Always tie the copy back to the core concept of the "Road to Awe." Frame products not just as clothes, but as tools for the individual's journey of evolution and self-expression.
• •Use Aspirational and Evocative Language: Employ words that inspire and suggest a higher purpose, such as "journey," "evolution," "authenticity," "rebel," and "expression."
• •Maintain a Confident and Understated Tone: The voice should be bold but not loud. It’s the confidence of knowing your worth, not shouting for attention. Avoid overly casual slang or hype-driven language.
• •Emphasize Quality and Craftsmanship: When describing products, focus on the premium materials, the meticulous fit, and the timeless nature of the design. This reinforces the luxury perception and justifies the price point.
• •Keep it Minimalist and Visually Driven: Let the high-quality imagery do most of the talking. Copy should be concise, powerful, and complementary to the visuals, never cluttering the message.

Social Perception

premium, celebrity-endorsed luxury streetwear brand with high-quality offerings (especially leather/denim) and a unique edgy, minimalist aesthetic, validated as a legitimate luxury fashion player.

Copy Examples

• •Crafted, not just made. Our signature leather jacket is a second skin for your evolution. It’s not about where you are, but where you’re going. #RoadToAwe
• •Style is the language of your journey. Speak volumes without saying a word. This is RtA.
• •For the modern rebel. The new collection has arrived.
• •Some follow trends. Others define them. The Fall '25 collection is for the few who walk their own path. Discover the art of irreverent luxury.
• •RtA: Road to Awe. A constant journey of evolution through authentic self-expression. Los Angeles | Paris.