Brand Tone

aspirational, edgy, and effortlessly cool. It's confident and intentional, with concise and evocative language creating a sense of exclusivity and high-fashion allure, moving towards a more mature and sophisticated spirit.

Brand Values

• •Evolution and Ambition
• •Craft and Quality
• •Contradiction and Juxtaposition
• •Intention
• •Fearless Self-Expression

Best Practices

• •Lead with Confidence: Use declarative and assured language. Avoid hesitant or overly descriptive phrasing. The copy should be as confident as the designs.
• •Embrace the Contradiction: Use juxtaposition in your language. Pair high-fashion terms with street-style slang (e.g., "Couture for the concrete jungle").
• •Keep it Concise and Evocative: Less is more. Use short, impactful sentences that create a sense of mystery and allure, prompting the audience to want to see more.
• •Reference the Brand's Core Values: Subtly weave in themes of evolution, intention, and the fusion of chaos and craft in your copy to reinforce the brand's identity.
• •Maintain a Consistent Visual and Textual Aesthetic: Ensure the tone of the copy perfectly matches the high-quality, edgy, and polished visuals on all platforms. The words and images must tell the same story.

Social Perception

Initially a trendy streetwear brand, Untitled & Co. is now perceived through a high-fashion lens, admired for its unique aesthetic and product quality. It's seen as a label offering individuality and statement pieces, with its expansion to LA and NYFW solidifying its status as a serious and innovative player in the fashion industry.

Copy Examples

• •Chaos, but make it couture. The SS25 collection has arrived. Discover the contradiction.
• •Designed for the after-party and the after-after-party. The Sunset Gown, crafted from Italian silk and Hollywood nights. Made to order in Los Angeles.
• •Some things we're keeping. Our iconic hoodie, reimagined. Less talk, more attitude.
• •Your invitation to the new era of Untitled & Co.
• •The anatomy of a new luxury. Inspiration for the bold, the intentional, and the untitled.