Brand Tone

Passionate & Authentic, Knowledgeable & Appreciative (of subcultures), Direct & Confident, Nostalgic & Reverent, Inclusive (to those "in the know"), Slightly Edgy & Streetwise

Brand Values

• •Originality & Uniqueness
• •Quality & Craftsmanship
• •Cultural Homage & Respect
• •Self-Expression & Individuality
• •Community & Shared Passion
• •Heritage (over Hype)

Best Practices

• •Continuously immerse yourselves in the music, history, and imagery of the subcultures you represent. Let this authentic knowledge naturally infuse your language.
• •Write as if you're talking to a fellow enthusiast who shares the same passions and understanding. Avoid overly explaining niche references to this core audience but ensure enough context for newer initiates.
• •While referencing established cultural elements, strive for fresh phrasing that still feels genuine. Avoid simply regurgitating common slogans without adding your brand's unique perspective.
• •Connect the product back to the inspiration and the brand's values. It’s not just a t-shirt, it’s a "tribute," an "emblem," a piece "born of passion."
• •The tone can be direct and have an edge, but it should also convey quality and care in design and production. Use confident, straightforward language combined with details about craftsmanship and materials.

Social Perception

Authentic, Niche & Specialist, Stylish (within its subculture), A "Hidden Gem" or "Insider" Brand, Community-Oriented

Copy Examples

• •UNDRTHESCENE: Beyond the Mainstream. Beyond Expectation. Authentic gear born from the terraces, the music, the culture. Wear Your Allegiance.
• •Echoes of the Haçienda. The spirit of Factory. This isn't just a tee; it's a piece of the movement. Crafted from 100% organic cotton because true icons last. For those who know the score. Limited run. No restocks.
• •Fresh drops landed. Inspired by the concrete cathedrals and the sound that shaped us. The new Terrace Culture range is here. Authentic designs, built for the everyday. This is more than clothing, it's a statement. Shop link in bio. #UnderTheScene #TerraceCulture #Streetwear #FootballFashion #MusicCulture
• •The Sound. The Style. The Savings. Our City, Your Colours – Now On Sale.
• •We're not about fleeting trends. We're about the timeless pulse of subculture – the raw energy of the stands, the unifying beat of the underground. underthescene.co.uk is built on passion, delivering quality pieces that speak your language. This is heritage, not hype.