Brand Tone

rebellious, edgy, individualistic, confident, bold, and unapologetically non-mainstream

Brand Values

• •Individuality
• •Rebellion
• •Self-Expression
• •Dark Aesthetics

Best Practices

• •Maintain the Lexicon of Rebellion: Consistently use strong, evocative words associated with rebellion, darkness, technology, and individuality. Terms like "forge," "defy," "armor," "shadows," "code," and "rebellion" should be staples in the brand's vocabulary across all platforms.
• •Focus on "The Why," Not Just "The What": Every piece of copy should reinforce the brand's philosophy. Instead of just saying "New T-shirt," frame it as "A new symbol for the defiant." Connect the clothing to the customer's identity and values.
• •Visuals and Copy Must Be Symbiotic: The dark, edgy, and futuristic aesthetic of the photography and website design must be perfectly matched by the tone of the copy. An aggressive visual paired with passive or generic text will break the brand's consistency.
• •Speak Directly to the Outsider: Address the customer as an individual who is part of an exclusive, like-minded community. Use "you" and "we" to create a sense of a shared identity against a mundane "them" (i.e., the mainstream).
• •Be Unapologetic in All Communications: From ad copy to customer service responses, the tone should remain confident and true to its edgy persona. Avoid generic, overly polite corporate language that would contradict the rebellious brand values. This authenticity will build trust with the target audience.

Social Perception

The online perception of SIXSR is still developing, largely confined to individuals within the alternative fashion community. Customers appreciate the unique, oversized, and 'tough' designs, often describing the aesthetic as 'lowkey-cyberpunk/techwear.' Brand awareness is primarily driven by targeted online advertising, with potential customers often seeking independent reviews due to the typical caution surrounding online-only fashion brands.

Copy Examples

• •Silence the noise. Our new Galactic Reaper Hoodie is engineered for the architects of the new age. It's not just a garment; it's your armor in a world of echoes. Wear the future.
• •They told you to blend in. We say, give them something to look at. Defy the code. #SIXSR #Techwear #StreetRebellion
• •Your Escape From the Ordinary Is Here. Tired of the mainstream? So are we. The latest SIXSR drop is forged from the shadows, for those who walk their own path. Claim your identity.
• •Embrace the poison. This tee isn't for the faint of heart. With a design that speaks to the cunning and the resilient, the Serpent's Kiss is a tribute to the power that lies in the shadows. Made from 100% heavy cotton for a feel as bold as its message.
• •CONFORMITY IS DEAD. WELCOME TO THE REBELLION. BORN FROM THE STREETS, FOR YOU.