Brand Tone

Edgy & Unapologetic, Transparent & Direct, Playful & Creative, Community-Oriented (with a niche focus)

Brand Values

• •Ethical Production
• •Sustainability
• •Individuality & Self-Expression
• •Transparency
• •Inclusivity
• •Small Business & Independence

Best Practices

• •Embrace the Edge: Don't shy away from provocative language or a slightly irreverent attitude if it aligns with the 'Deadbeat, Lowlife, Weirdos' vibe. Authenticity is key.
• •Be Radically Transparent: Share the good, the bad, and the behind-the-scenes. Talk openly about ethical production, sourcing, and even challenges. This builds trust with an audience that values honesty.
• •Champion Individuality: Use language that empowers self-expression and celebrates uniqueness. Avoid generic fashion platitudes. Focus on how the clothes help the wearer express *their* identity.
• •Inject Personality (Madeline's Voice): The owner's direct and often unfiltered voice is a huge part of the brand. While not every piece of copy needs to sound exactly like her, it should carry that same spirit of confident, informed, and slightly rebellious authenticity.
• •Keep it Real & Relatable (for the Niche): Use slang, cultural references, and humor that resonate with the target subculture. Avoid overly polished or corporate-speak. The language should feel like it's coming from a cool, in-the-know friend.

Social Perception

Niche Appeal, Mixed but Generally Positive for its Target Audience, Controversy & Criticism, Seen as Legit but with Areas for Improvement, Valued for Ethical Stance

Copy Examples

• •Headline: 'Not for Everyone. Perfect for You. Vintage & Original Designs for the Beautifully Weird.' Body: 'We get it. You're not trying to blend in. Tunnel Vision is for the rule-breakers, the misfits, the ones who dress for themselves. Ethically made originals and curated vintage that’s as unique as you are. Wear it loud.'
• •Instagram Caption (for a new quirky accessory): 'Yeah, it's a bit much. That's kind of the point. Our new [Product Name] – because life’s too short for boring accessories. Made in small batches, probably by people weirder than you. 😉 #TunnelVision #StandOut #EthicalFashion'
• •Email Subject: 'Your Next 'WTF-Where'd-You-Get-That?' Piece Just Dropped.' Body: 'Tired of looking like everyone else? So are we. Dive into the latest Tunnel Vision drop – rare vintage finds and fresh house designs made sweatshop-free, for humans who dare to be different. Limited stock, because conformity is a curse.'
• •Product Description (for a distressed vintage item): 'Perfectly Imperfect. This ain't no fast fashion knock-off. It's lived a life, maybe even a few. Expect some wear, some stories, and a whole lotta character. That's the beauty of true vintage. If you want pristine, you're in the wrong place. If you want soul, welcome home. #VintageFashion #SustainableStyle #TunnelVisionFinds'
• •About Us Snippet (for social media bio): 'Tunnel Vision: Clothes for deadbeats, lowlifes & weirdos. Small LA biz. Sweatshop-free originals. Real vintage. Zero apologies. 🖤'