Brand Tone

Humorous & Witty, Irreverent & Provocative, Nostalgic (Y2K/90s), Casual & Relatable, Bold & Confident

Brand Values

• •Self-Expression & Individuality
• •Humor & Playfulness
• •Nostalgia
• •Being Current & Trendy (within its niche)
• •Directness

Best Practices

• •Embrace Wit & Sarcasm: Don't be afraid to inject humor, irony, and a bit of playful sarcasm that aligns with the brand's edgy but lighthearted nature.
• •Use Relatable, Casual Language: Write like you're talking to a friend who shares your sense of humor. Incorporate internet slang and pop culture references relevant to the Y2K/90s vibe and your target audience, but ensure it feels authentic and not forced.
• •Be Bold and Unapologetic (Within Reason): The brand's strength lies in its provocative and statement-making slogans. Maintain this confidence in your copy, but always be mindful of crossing lines that could alienate too much of your audience or violate platform policies.
• •Keep it Nostalgic but Fresh: While leaning into the Y2K/90s aesthetic, ensure the references and humor still land with a contemporary audience. Combine retro vibes with current meme culture or relatable modern situations.
• •Focus on Self-Expression: Frame your products and copy around the idea of personal expression, individuality, and wearing your personality. Highlight how the apparel allows customers to make a statement and show off their unique sense of humor.

Social Perception

Amusing & Entertaining, Relatable, Fashionably Niche, Giftable, Conversation Starter

Copy Examples

• •Instagram Post (New Product): 💥 CTRL+ALT+DEL your bad vibes. 💥 Our new 'My Brain Has Too Many Tabs Open' tee just dropped. Perfect for when adulting hits different. Link in bio before your existential dread does. #todaysuniform #Y2Kfashion #FunnyTees #Streetwear #Relatable
• •TikTok Video Caption (Showcasing a custom tee): When they ask for your 'professional opinion' but you're powered by caffeine and questionable life choices. 🤷‍♀️ Get your thoughts embroidered. #todaysuniform #CustomTee #BabyTee #FunnyShirts #OfficeHumor #90sStyle
• •Website Product Description: The 'I'm Not Okay (But It's Fashion)' Tee: Because sometimes your outfit is the only thing holding it together. This ain't just a t-shirt, it's a whole mood. Soft, comfy, and pre-loaded with early 2000s angst. Wear your heart (and your impending meltdown) on your sleeve. Or, you know, your chest.
• •Email Subject Line (Sale): 🚨 Your Wardrobe Called, It's Crying Out For These Tees (Sale Inside!) 🚨
• •Twitter/X Post: Pretty sure my 'Todays Uniform' is just this tee and an energy drink. Who else? #OOTD #FunnyTshirts #Y2KAesthetic #CurrentMood