Brand Tone

Bold, confident, unapologetically urban, direct, exclusive, and aligned with a "hustle" or "tastemaker" mentality.

Brand Values

• •Authenticity
• •Community & Identity
• •Quality & Craft
• •Exclusivity

Best Practices

• •Stay True to Your Roots: Continue using language and cultural references that are authentic to the streetwear scene and the brand's origins. Avoid generic corporate-speak.
• •Emphasize Scarcity and Exclusivity: Use terms like "Limited Drop," "Exclusive Release," and "Sold Out" to drive urgency and reinforce the brand's desirability.
• •Focus on Quality in Your Copy: Use descriptive words that convey the premium feel of the products, such as "heavyweight," "custom rhinestone work," and "14oz cotton." This justifies the price and builds trust.
• •Leverage User-Generated Content (UGC): Actively encourage and share photos from customers. This reinforces the community value and provides authentic social proof.
• •Be Bold and Confident: The brand's voice is assertive. The copy should be direct, confident, and declarative. Avoid hesitant or overly descriptive language.

Social Perception

Perceived as a rising and legitimate streetwear entity, praised for quality and unique designs, with growing buzz and presence on platforms like TikTok and Depop.

Copy Examples

• •Built for the grind. Our new 14oz heavyweight camo hoodie isn't just a look—it's a statement. Limited drop. Don't get caught without it. #Secret777s #Streetwear #LimitedDrop
• •Authentic Streetwear. Designed in the 805. Worn Everywhere.
• •Shine under pressure. The 'Shooters and Lovers' tee features a full rhinestone crosshair design on our signature heavyweight cotton. Made for those who stand out, not blend in. Wash inside out, stay brilliant. #777
• •The Drop is Live. Your new uniform awaits.
• •How the 777 crew moves. 😤 #Secret777s #OOTD #StreetStyle