Brand Tone

Authentic & Relatable, Youthful & Modern, Inclusive & Affirming, Playful & Cheeky, Artistic & Expressive, Confident & Bold, Intimate & Personal

Brand Values

• •Authenticity: Being true to oneself and encouraging others to do the same.
• •Inclusivity: Creating a welcoming space for all, with a strong emphasis on LGBTQ+ representation and acceptance.
• •Self-Expression & Individuality: Celebrating unique identities and creative freedom.
• •Community & Connection: Fostering a bond with his fanbase and promoting shared experiences.
• •Creativity & Artistry: Valuing artistic endeavor and aesthetic presentation.
• •Boldness & Courage: Pushing creative and personal boundaries.
• •Joy & Celebration: Finding and sharing happiness, especially within queer culture.
• •Generosity & Collaboration: As seen with his approach to his new brand, Tsu Lange Yor, and interactions with fans.

Best Practices

• •Embrace Authenticity: Write in a voice that feels genuine and directly from Troye or his team. Avoid overly corporate or generic language. Reflect his known personality – a mix of thoughtful, playful, and bold.
• •Speak to the Community: Acknowledge the strong fanbase and use inclusive language ("we," "us," "you"). Foster the sense of shared experience and connection that Troye cultivates.
• •Stay Visually Aligned: Ensure copy complements the aesthetic of Troye's visuals – often modern, artful, sometimes with a nostalgic or dreamy pop feel. Use emojis and contemporary slang where appropriate and authentic to his style.
• •Highlight Exclusivity and Connection: Emphasize that the merchandise is official and a direct link to Troye's art, tours, and vision. Phrases like "Official Tour Merch," "Designed with Troye," or "From Troye's World to Yours" can reinforce this.
• •Be Youthful but Timeless: While the primary audience is young, Troye's themes of love, identity, and connection are universal. The copy should feel fresh and current but avoid overly fleeting trends that might quickly date the brand. Strive for an "effortless cool."

Social Perception

Fans perceive Troye Sivan as a relatable figure, an inspiration, and a friend who has grown with them, especially those who followed his early YouTube career. He is admired for his openness, talent, and his role as an advocate for the LGBTQ+ community. His merchandise is seen as a way to connect with his art and show support. The general public & media widely recognize Troye Sivan as a global pop star, a style icon, and a significant voice for Gen Z and LGBTQ+ individuals.

Copy Examples

• •Hold the sound of connection in your hands. The official 'Something To Give Each Other' vinyl, straight from Troye to you. For the late nights, the early mornings, and every feeling in between. Spin it and feel it.
• •Remember that feeling? The beat, the crowd, the RUSH. Wear the moment with the official Sweat Tour T-shirt. Limited stock – grab yours and keep the energy alive. #TroyeSivanTour
• •Your new comfort classic, inspired by Troye's latest era. Soft, stylish, and made for expressing exactly who you are. Wear it your way. ✨ #TroyeSivanMerch #AuthenticStyle
• •Top off your look with a touch of Troye. The Rush Dad Hat – effortlessly cool, undeniably you. Perfect for sun-drenched days and dancing through the night. Cop it now.
• •Hey Australia! 👋 A new collection just landed on the Troye Sivan AU store. Fresh designs, inspired by the music and ready for your everyday. Explore now and find your next favourite piece. Link in bio! xo