Brand Tone

Aspirational, exclusive, community-centric, direct, knowledgeable, modern, and cool, reflecting streetwear culture.

Brand Values

• •Exclusivity & Scarcity
• •Authenticity
• •Community
• •Style Curation

Best Practices

• •Use Insider Language: Employ terms like "grail," "deadstock," "colorway," "drop," and "rotation." This builds credibility and signals to the audience that the brand is an authentic part of the culture.
• •Focus on Scarcity and Urgency: Use language that emphasizes the limited nature of the products. Phrases like "Limited pairs available," "Once it's gone, it's gone," and "Don't sleep on this" motivate immediate action.
• •Emphasize Local Identity: Continue to leverage the "901" and "Memphis" identity in social media content and local marketing. This strengthens the community bond and differentiates the brand from purely online competitors.
• •Keep it Clean and Direct: The brand's visual identity is minimalist. The copy should match. Avoid long, overly descriptive sentences. Let the product be the hero and use concise, confident statements to support it.
• •Tell the Product's Story: Instead of just listing features, frame products within the culture. For example, instead of "White leather shoe," use "The timeless Supreme Air Force 1. A staple for any collection." This speaks to the item's status, not just its materials.

Social Perception

A key, legitimate, and desirable player in the Memphis sneaker scene, seen as a go-to source for authentic, high-demand streetwear and sneakers, and a central hub for acquiring and selling items within the local fashion ecosystem.

Copy Examples

• •The drop you missed, we didn't. Jordan 1 High OG 'Palomino' now in-store and online. Your collection isn't finished yet.
• •Bring the heat, leave with the grail. Our trade-in program is your fastest way to upgrade your rotation. Stop by the shop at Oak Court Mall and see what your closet is worth.
• •Unfinished 901: Curated & Authentic. Your official source in Memphis for limited edition sneakers and streetwear from Nike, Supreme, and more.
• •Wear the culture. The official Unfinished merch is more than a logo—it's your membership card to the Memphis sneaker community. Shop the collection.
• •Early Access: This Week's Hottest Grails Are Here.