Brand Tone

Aspirational and Curated; sharp, confident, and knowledgeable. Polished and style-conscious, aiming to be a tastemaker. Philosophical and expressive, positioning the brand as a cultural entity. Contemporary and engaging, using fashion-forward language.

Brand Values

• •Curation and Exclusivity
• •Cultural Fusion
• •Individuality and Self-Expression
• •Modernity and Innovation
• •Quality and Authenticity

Best Practices

• •Use Elevated Language: Avoid generic sales-speak. Instead of "Great Deals," use phrases like "Curated Selections" or "The Essentials, Refined." This reinforces the brand's position as a tastemaker.
• •Connect Fashion to Identity: Frame products not just by their features, but by what they represent. Link apparel and music to concepts of self-expression, individuality, and breaking from the norm, echoing the brand's core philosophy.
• •Maintain a Confident, Knowledgeable Tone: Write with the authority of a curator. Whether describing a jacket's technical fabric or the history of a record label, the copy should feel informed and passionate.
• •Integrate Music and Culture: Regularly mention the connection between fashion and music. Create content that fluidly moves between a new record and a new clothing collection, reinforcing that both are part of the same cultural ecosystem.
• •Keep it Clean and Direct: Mirror the brand's visual aesthetic. The copy should be sharp, concise, and impactful. Use short, declarative sentences and purposeful language that gets straight to the point without unnecessary clutter.

Social Perception

Perceived as a legitimate and specialized retailer for streetwear and high-quality footwear. Seen as a go-to source for specific items. Possesses a unique identity rooted in Apulia, Italy, but with an international outlook. Generally has a positive or neutral customer service reputation.

Copy Examples

• •Engineered for the street, designed for the individual. The new [Sneaker Brand/Model] has landed. More than just a shoe —it Hs a statement. Available now, online and in-store.
• •Your uniform against the ordinary. The latest collection from Carhartt WIP is here, blending rugged utility with a refined edge. Build a wardrobe that lasts. Shop Vicious.
• •The weekend soundtrack, curated. We Hve updated our vinyl collection with essential new drops and rare reissues. From funk to future classics, find the sound that defines your space. Explore the collection.
• •Style against the stereotype. We curate fashion and music for the discerning individual. This is Vicious —a portrait of a society in motion.
• •From the trails to the city beat. One jacket, endless possibilities. How would you style it? #FitCheck #StreetStyle #ROA #OutfitInspo