Brand Tone

Trendy & Youthful, Nostalgic & Edgy, Community-Focused (aspirational), Confident & Bold, Informal & Direct

Brand Values

• •Nostalgia & Cultural Appreciation
• •Individuality & Self-Expression
• •Style & Trendiness
• •Exclusivity
• •Entrepreneurial Spirit
• •Quality (stated)
• •Customer Connection (stated)

Best Practices

• •Develop a Tone of Voice Guide: Document the brand's specific slang, keywords, sentence structure, and "no-go" words/phrases. Ensure it reflects the desired trendy, nostalgic, and confident yet approachable voice.
• •Know Your Audience Deeply: Understand their language, cultural references, and what resonates with them (e.g., specific eras, music genres, pop culture moments). This will make the nostalgic and trendy elements feel authentic.
• •Balance Edge with Inclusivity: While maintaining a cool and edgy streetwear vibe, ensure the language remains inviting and doesn't alienate potential customers. The "community" aspect should feel genuine.
• •Be Consistent Across All Channels: Whether it's a TikTok caption, an email newsletter, a product description, or a customer service interaction (especially important given the feedback), the brand voice should be recognizable and consistent.
• •Show, Don't Just Tell (with a Vintage Twist): Instead of saying "our clothes are unique," use copy that evokes the feeling of discovering a rare find or wearing a piece of history. Use storytelling around the iconic inspirations for the graphic tees.

Social Perception

Fashionable & Cool, Unreliable (for some), Authentic (Vintage Appeal), Mixed Trust

Copy Examples

• •Headline: Throw It Back. Stand Out. Body: Level up your look with threads that scream OG. Our latest drop of vintage-inspired graphics and rare finds is here. Cop yours before it’s history. #WearIcy #VintageStreetwear #IconicStyle
• •Headline: Not Just Clothes, It's a Mood. Body: Rock the legends. Wear the vibe. Each piece in the ICY collection is a statement. What’s yours gonna be? Explore new arrivals – link in bio. #IcyThreads #StreetwearCulture #ExpressYourself
• •Headline: Fresh Finds. Classic Feels. Body: We’re digging in the crates and dropping heat. Authentic vintage energy, remixed for today. Don’t sleep on these – they go fast. #WearIcyClassics #RetroFuture #LimitedDrop
• •Headline: Your Style? Make It ICY. Body: From campus to the streets, we got the gear that gets you noticed. Inspired by the icons, designed for the individual. Tag us in your ICY fit! #ICYLook #TorontoStreetwear #BeTheIcon
• •Headline: The Comeback Kid: Vintage You Actually Want. Body: Tired of the same old? We bring back the best, so you can wear the extraordinary. Peep the collection of hand-picked vintage and exclusive ICY designs. #VintageHeat #WearIcy #StreetStyleRevival