Brand Tone

Bold & Irreverent, Authentic & Direct, Niche & Cultured, Passionate & Proud

Brand Values

• •NYC Identity/Authenticity
• •Vintage & Quality Curation
• •Sportswear Heritage (especially Soccer)
• •Exclusivity/Uniqueness
• •Bold Self-Expression

Best Practices

• •Embrace the Edge: Don't shy away from bold, direct, and even slightly provocative language. Authenticity is key.
• •Root it in NYC: Continuously reference New York City, its culture, its grit, and its energy. Use NYC-specific slang or references where appropriate and natural.
• •Speak the Language of Sport (especially Soccer): Incorporate terminology and passion related to sports, particularly soccer, reflecting the brand's product focus.
• •Highlight Exclusivity and Rarity: Emphasize the unique nature of vintage items and the limited runs of original designs to create urgency and desirability.
• •Keep it Concise and Punchy: Avoid overly verbose descriptions. Let the attitude and the product speak. Short, impactful statements are more aligned with the brand's directness.

Social Perception

Niche Appeal, Authentic and Edgy, Source for Unique Finds, Quality-Focused (for its niche), Limited Mainstream Awareness

Copy Examples

• •NYC Built. Globally Sourced. This ain't your average find. Cop it before it's history. #ScenesNY #VintageHeat #NYCTurf
• •HARDCORE SOCKS. FOR THE UNFORGIVING. STEP UP YOUR GAME.
• •Pulled from the archives. Worn by legends (probably). This ain't just a jacket, it's a piece of the game. Own the turf. One of one. When it's gone, it's gone forever.
• •FRESH SCENES: NYC Just Dropped. Don't Sleep.
• •SCENES NY. Real recognize real. Vintage & original gear from the heart of Brooklyn. Shop the drop.