Brand Tone

Irreverent, Humorous, and Bold

Brand Values

• •Self-Expression and Individuality
• •Quality and Comfort
• •Accessibility and Trend-Focus

Best Practices

• •Embrace the 'Adulting Sucks' Mantra: Use it as a guiding principle for all copy, from social media captions to customer service emails, to create a relatable and humorous narrative.
• •Use Confident, Bold Language: Incorporate words like 'badass,' 'killer,' 'edgy,' and 'bold' into product descriptions and marketing copy to reinforce the brand's contemporary and rebellious image.
• •Balance Edge with Quality: While the tone is irreverent, always pair it with reminders of quality and comfort. For example, 'A badass shirt that’s also comfy as hell.' This reassures customers that they are buying stylish, durable products.
• •Showcase, Don't Just Tell: Continue to use authentic, unfiltered customer reviews in marketing materials. Language like 'Fucking love it!' is more powerful and on-brand than any corporate summary.
• •Keep it Simple and Direct: The brand’s voice is not poetic or elaborate. It's direct and punchy. Use short sentences, humor, and a conversational style to connect with an audience that appreciates authenticity over polish.

Social Perception

Positive, with an appreciation for edgy style, comfort, product quality, unique designs, and fast service.

Copy Examples

• •Your 9-to-5 is boring. Your wardrobe shouldn't be. Adulting is tough, but finding killer style doesn't have to be. We drop new edgy and contemporary looks weekly so you can focus on the important things, like what you're binging this weekend. #AdultingSucks #StyleUpgrade
• •Forget laundry. You need new clothes. Let's be real, that pile of clothes isn't going to wash itself. Our new arrivals are here to help you procrastinate in style. From badass graphic tees to denim that’s actually comfortable, we’ve got your back.
• •The 'I Hate My Wardrobe' Sale. Everything in your closet starting to look the same? Hit refresh with up to 40% off our edgiest styles. Life's too short for boring clothes.
• •'Permanent Hangover' Graphic Tee: Some decisions last a lifetime. This tee is for the memories that are a little hazy. Made from a ridiculously comfy cotton blend, it’s perfect for casual Fridays, weekend recovery sessions, and letting everyone know you’re a good time.
• •Still thinking about it? We saw you checking us out. Don't let your dream tee become the one that got away. Your closet (and your Instagram feed) will thank you. Get it before it's gone.