Brand Tone

understated, edgy, and confident

Brand Values

• •Rebellion against the Norm
• •Minimalist Power
• •Authentic Craft
• •Community Identity

Best Practices

• •Embrace Minimalism: Keep copy short, direct, and impactful. Avoid overly descriptive or sales-oriented language. The brand's confidence should come from its conciseness.
• •Use "Truant" as a Metaphor: Consistently weave the concepts of being "truant," "absent," or "against the grain" into the narrative to reinforce the core brand identity.
• •Speak to the Subculture: Use language and references that resonate with the streetwear and skate communities. This demonstrates authenticity and a genuine understanding of the target audience.
• •Prioritize Visuals over Text: On platforms like Instagram, let high-quality, atmospheric images and videos do most of the talking. The copy should complement the visual, not explain it.
• •Maintain a Confident and Understated Tone: The voice should never seem like it's trying too hard. It should be assured and self-contained, creating a sense of intrigue and making the customer feel like they are discovering something exclusive.

Social Perception

The brand is seen as a legitimate and appealing streetwear entity. Social media comments and engagement reflect an appreciation for its unique designs, particularly its popular baggy pants and graphic tees. The brand is perceived as being authentic to the streetwear and skate scenes, building connection with consumers who value transparency and craftsmanship in independent brands.

Copy Examples

• •Made for the periphery. The new [Product Name] Hoodie is now live. #TruantLtd #AbsentFromTheOrdinary
• •Engineered for movement and designed to be disruptive. Our OG Baggy Pants feature a durable [Material Name] construction and a fit that doesn't follow rules. Built for the truant lifestyle.
• •Don't fit in. Stand out. Truant Limited.
• •The Truant collection has been restocked. You know what to do. Limited quantities available for those who walk their own path. Shop now before it's gone.
• •Simple yet powerful. Apparel for the independent. #AbsentFromTheOrdinary