Brand Tone

The tone of "That Wildlife" is rebellious, raw, authentic, and unapologetically urban. It is infused with the language and attitude of street culture and hip-hop. The voice is confident, direct, and speaks from an insider's perspective, not as a corporation trying to imitate a culture. It's personal and driven by Stinje's persona.

Brand Values

• •Authenticity
• •Loyalty & Community
• •Hustle & Entrepreneurship
• •Counter-Culture

Best Practices

• •Maintain the "Insider" Voice: Always write from the perspective of being in the culture, not selling to it. Use authentic slang and a direct, unfiltered tone that reflects Stinje's persona.
• •Connect to the Lifestyle: Frame products not just as clothes, but as gear for living "That Wildlife." Every piece of copy should reinforce the brand's core values of hustle, authenticity, and loyalty.
• •Leverage the Association: Casually mention music, the studio, Berner, or the cannabis industry to reinforce the brand's deep-rooted authenticity and connect with the core audience.
• •Use "We" and "The Crew": Foster a sense of community by using inclusive language that makes customers feel like they are part of the "Wildlife" family, not just consumers.
• •Keep it Raw and Visual: Use descriptive, gritty language that paints a picture of the urban environment. Words like "concrete," "dumpster," "hustle," "raw," and "unapologetic" align perfectly with the brand's visual identity.

Social Perception

The audience perceives the brand as an extension of Stinje. Customers are likely fans of his music, his association with Berner and Cookies, or participants in the broader street/hip-hop/cannabis culture. The brand is seen as credible and legitimate within this niche because it is run by someone who is an active and respected member of that community. It is perceived less as a standalone clothing company and more as merchandise for the "That Wildlife" lifestyle movement helmed by Stinje.

Copy Examples

• •Stay hungry. Stay wild. Our new Dumpster Raccoon tee is for everyone making something out of nothing. We see you. #ThatWildlife #Streetwear #Stinje #UrbanJungle
• •The Supply for Your Wild Life. Loyalty discount unlocked. 20% off the entire collection for the real ones. This week only.
• •In the studio working on the new album AND packing up clothing orders. The hustle never stops. Appreciate everyone who supports the movement. #ThatWildlife
• •This isn't for everyone. Wild Life Clothing is for the concrete survivors and the inner-city roamers. Inspired by the streets, designed by @Stinje. Shop the new collection and live #ThatWildlife.
• •Some days you just have to watch it all burn. This premium-print tee is for those days. 100% heavy cotton, built to last. A reminder to stay lit. #ThatWildlife