Brand Tone

Edgy, Artistic, Authentic, Dark Avant-garde

Brand Values

• •Individuality & Self-Expression
• •Handmade Craftsmanship & Quality
• •Uniqueness & Exclusivity
• •Sustainability & Resourcefulness
• •Durability & Timelessness
• •Artistic Integrity

Best Practices

• •Embrace the Dark & Edgy Lexicon: Use words that evoke the brand's aesthetic: "asynchronous," "rebellion," "dystopian," "avant-garde," "insurrection," "unconventional," "sculpted," "forged." Avoid overly cheerful or mainstream language.
• •Highlight Individuality and Authenticity: Continuously reinforce the idea of self-expression and not following trends. Use phrases like "your true self," "define yourself," "your own code."
• •Emphasize Craftsmanship & German Origin: Mention "handmade," "atelier in Karlsruhe," "unique pieces," and "quality materials" to underscore the value and artistry.
• •Incorporate the Narrative of Sustainability: Weave in the brand's commitment to upcycling, deadstock fabrics, and resourceful creation, as this is a core value and appeals to conscious consumers within the niche.
• •Speak Directly to the Non-Conformist: Address the audience as individuals who are looking for something beyond the mainstream, who appreciate art, and who want their clothing to be a statement. Use a confident, slightly rebellious, and artistic tone.

Social Perception

Niche Appeal, High Quality & Unique Designs, Authentic & True to its Roots, Artistic and Creative Outlet, Respected Designer, Androgynous Appeal

Copy Examples

• •schnittmuskel: Wear Your Insurrection. This isn't fashion. This is your second skin, forged in defiance of the ordinary. Handmade in Germany, our dark avant-garde pieces are for those who dictate their own reality. No trends, just raw, asynchronous identity.
• •Unearth Your True Form. Break free. schnittmuskel designs are a bridge between dystopian visions and everyday rebellion. Each unique, handcrafted piece is a testament to individuality, built from sustainable materials and unconventional artistry. Define yourself.
• •Beyond the Veil of Conformity. We don't create clothes. We sculpt statements. Post-apocalyptic silhouettes, unexpected textures, and a dark aesthetic born from the heart of Karlsruhe. schnittmuskel is for the discerning few who live by their own code.
• •Crafted for the Wasteland Elite. Loved by Rammstein. From the stage to the street, schnittmuskel offers more than apparel – it’s an extension of your ethos. Unique, handmade, and sustainable pieces that whisper tales of a world remade. Embrace the dark. Embrace the avant-garde.
• •Asynchronous. Unapologetic. Yours. Tired of the predictable? schnittmuskel channels dark, futuristic, and post-apocalyptic visions into every stitch. Our designs are handmade, often unique, always a statement. Don't just wear clothes, wear your conviction.