Brand Tone

Exclusive, edgy, and community-focused; confident and direct, relying on visuals.

Brand Values

• •Exclusivity and Scarcity
• •Community Engagement
• •Modern Streetwear Aesthetic
• •Individuality
• •Lasting Impressions

Best Practices

• •Embrace Minimalism and Confidence: Use concise, impactful statements. The brand's confidence should come from its designs, not verbose descriptions. Let the product and visuals do most of the talking.
• •Use a Lexicon of Exclusivity: Incorporate words like "Access," "Archive," "Granted," "Limited," and "Void." This language reinforces the feeling that customers are part of a select group.
• •Prioritize Community Interaction Over Hard Selling: Frame marketing as a conversation. Use questions, polls, and user-generated content prompts (like the cashback offer) to build a loyal following. The copy should invite participation rather than just demanding a purchase.
• •Maintain Visual and Tonal Consistency: Ensure that the edgy, raw, and street-level aesthetic of the photos and videos is matched by the direct and slightly mysterious tone of the copy across all platforms from Instagram captions to email marketing.
• •Focus on the "Why," Not Just the "What": Instead of just describing a tracksuit, the copy should allude to the lifestyle and identity it represents individuality, non-conformity, and being part of the Vacant "world." The copy should sell an identity, not just a piece of clothing.

Social Perception

Trendy and desirable streetwear brand among young, fashion-conscious consumers. Perceived as a hardworking, relatable small business due to social media engagement (e.g., behind-the-scenes content). Seen as innovative for rewarding loyal customers. Reputation is tied to product quality and customer service.

Copy Examples

• •Engineered for the vacant. Our new collection is now live. Password in bio. Limited run.
• •POV: You secured the last piece from the drop. // We see you. Tag us @vacantworldwide #vacantwear
• •Access Granted. The Archive is Open Again.
• •Vacant Worldwide: Uniform for the Unconforming.
• •Welcome to the Void. Shop the collection before it disappears.