Brand Tone

trendy, community-focused, and eco-conscious

Brand Values

• •Sustainability
• •Individuality and Self-Expression
• •Community
• •Accessibility and Affordability
• •Female Empowerment

Best Practices

• •Lead with Sustainability: Always connect the fashion to the mission. Use phrases like "Give fashion a second chance," "Wear consciously," or "Sustainable style" to reinforce the brand's core value in every communication.
• •Use Youthful, Inclusive Language: Employ a conversational and energetic tone. Use slang and references relevant to your target audience (e.g., "vibes," "aesthetic," "it's giving..."). Ensure the language is welcoming to all genders, reflecting the store's unisex appeal.
• •Highlight Curation and Uniqueness: Emphasize that items are "hand-picked," "curated," or "one-of-a-kind." This justifies the slightly higher price point compared to other thrift stores and positions the brand as a provider of quality, not just secondhand goods.
• •Foster a Community Dialogue: Frame posts and captions as conversations. Ask questions ("Which look is your favorite?"), encourage user-generated content (e.g., a branded hashtag for outfits), and share customer posts to build a strong community feel.
• •Focus on the "Thrill of the Hunt": Create a sense of excitement and urgency. Use words like "discover," "treasure," "gems," and "don't miss out" to tap into the satisfying feeling of finding a unique vintage piece that feels like it was meant for you.

Social Perception

The public perception of UN.WASTELANDS is overwhelmingly positive. Customers see it as a "treasure trove" for unique and high-quality vintage finds. It is frequently praised for its well-curated and organized collection, which distinguishes it from less orderly thrift stores. Reviewers often mention the friendly and welcoming atmosphere of the physical stores. The brand is seen as a key player in Singapore's growing thrift culture, appealing to young, style-conscious, and environmentally aware shoppers. Many customers appreciate that they are supporting a sustainable and female-led local business.

Copy Examples

• •Image: A dynamic, colorful flat-lay of Y2K-inspired tops, denim skirts, and unique belts. Copy: Your Y2K dream called 📞 It said to come to UN.WASTELANDS. 😉 Our latest drop is packed with one-of-a-kind pieces that tell a story. From Blokecore tees to the perfect low-rise denim, we’ve curated the past so you can own your future. Find your next favorite outfit and give fashion a second chance. #UnWastelands #VintageFinds #SustainableFashion #Y2Kstyle #ThriftSG
• •Headline: The Statement Maker: Vintage Silver-Buckle Leather Belt Body: This isn't just a belt; it's a piece of history. Sourced for its unique character and timeless design, this genuine leather belt features a statement silver-tone buckle that adds the perfect amount of edge to any outfit. Loop it through your favorite jorts or cinch it over a dress to make it yours. Hand-picked for a new life in your wardrobe. Wear it consciously.
• •On-screen text: One pair of UN.WASTELANDS cargos, three vibes. Which one are you? Caption: The magic of thrift is making it your own. ✨ We find the gems, you create the story. What would you find? #ThriftFlip #StyleChallenge #CargoPants #UnWastelands #SingaporeFashion
• •Subject: Psst... We just restocked. These won't last long. Body Preview: Ready for another treasure hunt? Our racks are full of freshly curated vintage, from rare graphic tees to must-have accessories. Come find the pieces no one else will have.
• •Text: Wear the change. Every piece here is pre-loved, hand-picked, and ready for a new story with you. By shopping secondhand, you’re helping to un-waste our planet, one killer outfit at a time. Thank you for choosing sustainability. #UnWastelands