Brand Tone

Authentic, Community-Focused, Trendy, Hype-Driven, Resilient, Inspired, Confident, Bold, Approachable

Brand Values

• •Community Representation
• •Authenticity
• •Connection (especially through sports)
• •Originality & Unique Design
• •Quality & Style
• •Homage & Respect

Best Practices

• •Embrace "Dallas Speak" (Authentically): Incorporate local vernacular or references subtly if it aligns with specific campaigns, but ensure it feels genuine and not forced. The phrase "We goin' West" used by the founder is an example of a confident, local-feeling expression.
• •Highlight Community & Connection: Continuously reinforce the "for Dallas, by Dallas" narrative. Showcase collaborations, local inspirations, and how the brand unites people. Emphasize that it's "the city's hat."
• •Maintain an Undercurrent of Exclusivity & Hype (without alienating): Use language that implies limited availability or high demand (e.g., "Don't miss out," "Selling fast," "Limited drop") for relevant product launches, but balance it with inclusive community messaging.
• •Stay True to the "Upside Down" Origin Story: Weave in the narrative of resilience, unique perspectives, and the brand's birth during a transformative time. This adds depth beyond just a fashion statement.
• •Visually and Verbally Align: Ensure that the confident, sometimes edgy visual style of the streetwear is matched by equally confident and direct language. Short, punchy statements can be effective. Consistently use "True Brvnd" and the "upside down" concept as core brand identifiers.

Social Perception

Highly Popular & Sought-After, Symbol of Dallas Pride, Trendy Streetwear, Exclusive, Innovative Collaborator

Copy Examples

• •Headline: Dallas Isn't Just a City. It's a Vibe. Wear It True. Body: From the streets to the stands, represent the heart of DFW. Our latest drop is inspired by the grit and glory that defines us. This is more than a hat, it's a piece of home. #TrueBrvnd #DallasTrue
• •Headline: Flipped the Script. Redefined the City. Body: They said the world was upside down. We made it our emblem. True Brvnd: For those who see Dallas differently. Cop the new collection – if you're fast enough. #SALLAD #StreetwearReimagined
• •Headline: Game Day? Every Day. True Brvnd x [Dallas Team Name] Is Here. Body: It’s more than a collab; it's a testament. The spirit of Dallas, woven into every stitch. Limited edition. Unlimited pride. Get yours before the buzzer. #TrueToTheTeam #DallasUnited
• •Headline: Born in Dallas. Worn Everywhere. Body: We started with a vision: to give Dallas its true mark. Now, the world is watching. Stay authentic, stay original. Stay True. Explore the latest designs that speak your city. #TrueOriginal #DallasWorldwide
• •Headline: Not Just Apparel. It's an Identity. Body: True Brvnd is for the community, by the community. Inspired by every corner of Dallas, for every soul that calls it home. What does your True Brvnd say about you? #WearYourStory #DallasCulture