Brand Tone

Provocative, artistic, minimalist, edgy, rebellious, confident, and sophisticated, with an intense and deliberate futuristic feel.

Brand Values

• •Fluidity and Inclusivity
• •Courage and Authenticity
• •Artistic and Conceptual Design
• •Quality and Craftsmanship

Best Practices

• •Embrace Minimalism: Use concise, powerful statements. The brand's confidence comes from not needing to over-explain. Let the product and visuals carry most of the weight.
• •Use Provocative but Intelligent Language: The word "VULGAR" is the hook. The rest of the copy should be smart, artistic, and philosophical to create a compelling contrast. Avoid generic slang; instead, craft a unique lexicon that reflects the brand's "futuristic" and "hedonistic" vibe.
• •Focus on "Why," Not Just "What": Every piece of copy should tie back to the core values of fluidity, rebellion, and self-expression. Sell the emotion and the movement, not just the garment.
• •Maintain Visual and Textual Harmony: The edgy, dark, and sophisticated visual identity must be matched by the copy. The tone should feel like a natural extension of the photography and website design—intense, deliberate, and clean.
• •Tell a Consistent Story: Whether on a product page, a social media post, or a press feature, reiterate the brand's origin story and mission. Remind the audience that VULGAR is not just a label, but a "voice of change" and a "passion project" born to push boundaries.

Social Perception

Perceived as a pioneering and influential force in Indian streetwear and high-fashion. Recognized for bold, gender-fluid designs and high-profile clientele. Seen as a statement-maker appealing to a young, progressive, fashion-forward audience valuing individuality and social commentary. The provocative name contributes to its authentic, edgy identity.

Copy Examples

• •Boundaries are for those who need them. We see lines to be blurred. Introducing the new collection—created for the fluid reality. Wear your chaos.
• •Some garments are worn. Others are wielded. The Voodoo Dress. A second skin for your truest self.
• •No labels, just form. [Celebrity Name] in the Multiple Personality Suit. Defined by none.
• •Fashion is a language. For too long, it's spoken in binaries. We're here to start a new dialogue. One that is fluid, forward, and unapologetically VULGAR.
• •They gave you two boxes. We give you a universe. VULGAR: Dress beyond the dictum.