Brand Tone

Confident, unapologetic, youthful, and culturally savvy. Direct and casual, using language and slang that resonates with a young, urban audience. Bold and assertive, mirroring the aggressive and eye-catching nature of its product designs.

Brand Values

• •Authenticity
• •Self-Expression
• •Originality & Boldness
• •Quality
• •Cultural Connection

Best Practices

• •Always use language, slang, and references that are authentic to the global hip-hop and streetwear scene, adapted naturally for the Mexican market. Avoid corporate or overly formal tones at all costs.
• •The copy should be self-assured and bold, but always inclusive to the "true heads" community. The goal is to empower customers, not alienate them.
• •Use descriptive language that reflects the specific design's personality. If a cap is provocative, the copy should be too. If it's a tribute, the copy should be respectful but cool.
• •The unapologetic and direct tone must be present everywhere, from Instagram captions and product descriptions to customer service responses on Facebook Messenger and email.
• •When responding to comments and DMs, maintain the brand's persona. Use a casual, direct, and helpful tone. Building a community requires interaction that feels as authentic as the products themselves.

Social Perception

Perceived as a legitimate and respected name in the streetwear scene, especially for snapbacks. Customers see it as a go-to for high-quality, distinctive headwear that makes a statement. Appreciated for detailed embroidery and unique themes. Regarded as a premium streetwear accessory brand for those who are "in the know."

Copy Examples

• •Tu cabeza, tus reglas. La nueva [Product Name] no es una gorra, es una corona. Pórtala con orgullo. #CaylerAndSonsMX #Streetwear #Unapologetic
• •Mientras todos siguen las tendencias, nosotros las creamos. La colección de invierno ya está aquí con diseños que no se andan con rodeos. ¿Listo para destacar? Link en bio. #TrueHeads #CaylerAndSons
• •LEGENDS NEVER DIE. Inspirada en los íconos que definieron el juego. Descubre la colección que rinde homenaje a los verdaderos originales.
• •Hecha con 100% algodón premium, esta no es solo una playera. Es tu nueva forma de decirle al mundo quién eres sin tener que hablar. El diseño [Design Feature] lo dice todo. Combínala con tu par de sneakers favoritos y domina la calle.
• •ALERTA DE STOCK: Los diseños más brutales están de vuelta. Lo pediste y te escuchamos. Esas piezas que se agotaron en horas están de regreso por tiempo limitado. Esta es tu segunda oportunidad. No la dejes pasar.