Brand Tone

Edgy, unapologetic, niche-focused, casual, direct, informal, sometimes provocative, with playful intimacy (e.g., hearts and <3).

Brand Values

• •Individuality and Self-Expression
• •Independence and Authenticity
• •Sustainability
• •Craftsmanship

Best Practices

• •Create a "Brand Bible": Document the brand's tone, voice, and values, including lists of "words we use" (e.g., freaks, weirdos, <3) and "words we don't" (e.g., corporate jargon, overly formal language). This ensures anyone creating content understands the brand's personality.
• •Stay True to the Subculture: Continue to immerse the brand in the "y2k emo" and "alt-fashion" scenes. Use music, memes, and visual styles on social media that are authentic to that subculture to maintain credibility.
• •Balance Edge with Acknowledgment: While the edgy tone is a core part of the brand, it's crucial to address the negative customer service feedback. The brand can maintain its tone while being transparent. For example: "We’re a small operation and sometimes we get slammed. We’re working on it. Your support for our slow-fashion mission means the world." This acknowledges issues without sacrificing the brand's persona.
• •Be Consistent Across All Channels: The unapologetic, niche tone on TikTok and Instagram should match the language used on the website's product descriptions, the FAQ page, and even the shipping notifications. Every touchpoint is an opportunity to reinforce the brand identity.
• •Use the Founder's Voice: Since the brand is heavily tied to its founder, Brianna Berthau, infusing her personal story and voice into the copy can enhance authenticity. Referring to herself in the first person ("I started this in my bedroom...") can strengthen the connection with customers who are drawn to the independent, artist-led nature of the brand.

Social Perception

Divided. Perceived as unique and desirable by its target audience for alternative fashion. However, for the broader public, it's negatively impacted by customer service issues, long shipping times, and a low BBB rating, leading to a perception of unreliability.

Copy Examples

• •Not for the faint of heart. You asked. We stitched. Our new [Product Name] hoodie is handmade for the freaks, the misfits, and everyone in between. Made in small batches to keep it real. Drop a ☠️ if you need this. #altfashion #handmade #mallgoth #berthaux
• •Wear Your Scars. The 'Strawberry Gashes' collection is back. Ethically sourced, lovingly handmade, and designed to be as unique as you are. Limited run. When it's gone, it's gone forever.
• •On-screen text: They call it chaos. We call it creation. Caption: Behind the scenes of our new 'Torture Shorts.' Each stitch is a rebellion. Pre-order now before they vanish. #handmadefashion #y2kemo #smallbusiness #gothstyle
• •Subject: Your uniform just got an upgrade. Body: Hey freak, thought you'd want to know. Select pieces are now on sale. This isn't a clearance; it's a call to arms. Gear up. Stay weird. Thanks 4 visiting <3.
• •We're not fast fashion. We're forever fashion. Every piece is handmade to order by a real human (me). Good things take time. Your patience lets us stay sustainable & independent. #supportsmallbusiness #slowfashion