Brand Tone

The brand's tone is rebellious, authentic, and aspirational. It uses a raw, unfiltered, and conversational voice, balancing motivational empowerment with humor and relatability, speaking directly to youth.

Brand Values

• •Authenticity and Transparency
• •Empowerment and Inspiration
• •Community and Culture
• •Resistance to Mediocrity
• •Doing Good

Best Practices

• •Stay True to the "Why": Always circle back to the core mission of empowering dream-chasers and rejecting the mainstream. Every piece of copy should, in some way, reflect this rebellious and aspirational spirit.
• •Speak Their Language: Use authentic, conversational language that resonates with the youth culture. Avoid overly polished or corporate-sounding text.
• •Embrace Transparency: Share behind-the-scenes content, talk about challenges as well as successes, and maintain an open dialogue with the community. This builds trust and reinforces the value of authenticity.
• •Champion the Community: Feature user-generated content, highlight local artists, and celebrate the stories of your followers. This reinforces the idea that SKIP THE BOAT is a movement, not just a company.
• •Be Bold and Unapologetic: The brand's identity is built on being different. The copywriting should reflect this by being confident, assertive, and unafraid to challenge the status quo.

Social Perception

SKIP THE BOAT is perceived as a genuine and influential cultural force within New Zealand's youth scene, with a highly dedicated and engaged 'cult-like' following. It's respected for its DIY ethos and commitment to supporting the underground music scene, inspiring its audience through its aspirational journey and ideology.

Copy Examples

• •More than just threads. This is our story, your uniform. Wear it loud. #SkipTheBoat
• •The mainstream can keep their velvet ropes. We've got a warehouse and a lineup that's pure fire. You coming? #UndergroundUprising
• •They told us to get in line. We built our own ship. Welcome to SKIP THE BOAT.
• •From a dream in a sketchbook to the heart of the crowd. This is for the ones who make their own way. #NotInTheMainstream
• •Tired of closed doors? We're kicking them down. SKIP THE BOAT is more than a brand, it's a platform for the unheard. Tag an artist who needs to see this. #CultureCreators