Brand Tone

Youthful and Edgy, Nostalgic, Confident and Bold, Direct and Trendy

Brand Values

• •Individuality and Self-Expression
• •Trend Awareness (with a Niche Focus)
• •Curated Aesthetic
• •Community (implied)

Best Practices

• •Know Your Lingo: Stay updated with Y2K slang, alternative fashion terms, and the language used by your target audience on platforms like TikTok and Instagram. But use it authentically, not forced.
• •Embrace the Edge: Don't be afraid to be a little bold, unconventional, and even slightly provocative in your language, reflecting the fashion style. Use emojis and capitalization styles that fit the aesthetic (e.g., "⛓️‍💥", "anD ArcHivE").
• •Visual-First Language: Since fashion is visual, ensure your copy complements the imagery. Use descriptive words that evoke the look and feel of the Y2K era and the specific textures or details of the garments.
• •Create a Sense of Exclusivity/Urgency: Phrases like "Limited stock," "Cop it b4 it's history," or "Don't sleep on these" can resonate with a fashion-conscious audience looking for unique items.
• •Be Consistent Across Platforms: While the format might change (e.g., shorter captions on TikTok), the core edgy, youthful, and nostalgic tone should remain consistent from your website to Instagram to any other communication channel.

Social Perception

Fashion-Forward/Niche, Online-Centric, Emerging Brand

Copy Examples

• •Instagram Post Caption (New Hoodie Drop): "💥 UNLOCKED 💥 Tha [Product Name] Hoodie just hit the site. Cop it b4 it's history. MTL2000 vibes only. ⛓️ #Y2Kfashion #Montreal2Thousand #StreetwearDrop #M2K"
• •Website Product Description (Mesh Top): "Channel ur inner cyber diva in the 'Angels Mesh Longsleeve.' Perfect for layering or rockin' solo. This ain't ur average top – it's a whole mood. Get ready to turn heads. Limited stock."
• •TikTok Video Concept Text Overlay: "POV: U find the sickest Y2K store online. ➡️ montreal2thousand.com. Level up ur look. ✨ #AltFashion #Y2KAesthetic #OutfitInspo #M2K"
• •Email Newsletter Subject Line (Restock Alert): "BACK IN STOCK 🚨 Don't sleep on these grails! 🔥"
• •Instagram Story Poll: "Which Y2K trend should we drop next? 🦋 Low Rise Jeans or 💎 Platform Boots? VOTE NOW!"