Brand Tone

The predominant tone of Touch The Wood is creative, urban, and community-centric. It is rooted in underground culture, particularly music and events, positioning itself as a forward-thinking collective. The language used is confident, innovative, and slightly edgy, appealing to a culturally-aware audience. It speaks as a leader and innovator in its space, blending past inspirations with future-focused ideas.

Brand Values

• •Community
• •Innovation
• •Cultural Progression
• •Authenticity
• •Collaboration

Best Practices

• •Lead with the "Collective" Identity: Always frame the brand as a creative collective first and a clothing line second. Use terms like "we," "community," and "collective" to reinforce this.
• •Tell the Origin Story: Consistently reference the brand's roots in the 2007 Rome music and party scene. This provides authenticity and a strong narrative anchor.
• •Use a Vocabulary of Innovation and Culture: Incorporate words like "innovate," "future," "past," "dialogue," "underground," and "cultural progression" to maintain a consistent, forward-thinking tone.
• •Highlight Community and Events: Connect the clothing back to the brand's other activities, such as its events, radio station, and creative agency work. This creates a richer, more integrated brand world.
• •Emphasize a European/Roman Identity: Mentioning Rome or the brand's European roots adds a layer of specific cultural identity that distinguishes it from generic global streetwear brands.

Social Perception

Touch The Wood is perceived as a multifaceted creative entity rather than just a clothing line. It started as a party and events collective in Rome and has since expanded into a creative agency, a radio station, and a clothing brand. Its social perception is strongest within the European, particularly Italian, urban and underground music scenes. Online discussions and mentions are limited, suggesting it is a niche brand with a dedicated following. It is seen as a credible and influential player within its community, having worked with major brands like Nike, Netflix, and Adidas through its agency arm. However, outside of this specific cultural circle, general brand awareness appears low.

Copy Examples

• •From the heart of Rome's underground to a global collective. This isn't just a tee; it's a piece of our history. Woven with 16 years of music, community, and relentless innovation. Wear the story. #TouchTheWood #CulturalProgression
• •More Than a Brand. A Collective. An Idea. This is Touch The Wood.
• •Founded in 2007, Touch The Wood was born from the raw energy of the Rome music scene. We’re not just designing clothes; we’re curating culture. Our journey has taken us from hosting parties to building a creative agency and now, a clothing collection that embodies every step of that journey.
• •The Collective is Calling: New Drops Inside.
• •A meeting of minds. This exclusive piece, born from our collaboration with [Brand Name], is where our future-forward vision and their timeless craftsmanship connect. Limited run, unlimited cultural impact. Become part of the dialogue.