Brand Tone

Edgy & Rebellious, Dark & Mysterious, Bold & Confident, Unconventional & Provocative, Minimalist, Assertive & Direct

Brand Values

• •Individuality & Self-Expression
• •Non-Conformity
• •Strength & Resilience
• •Aesthetic Integrity (within its niche)
• •Quality
• •Fearlessness

Best Practices

• •Embrace the Dark & Edgy Vocabulary: Use words that evoke the brand's core aesthetic – terms like "shadow," "rebel," "unleash," "defy," "midnight," "system," "glitch," "armor," "rogue." Avoid overly cheerful or mainstream language.
• •Short, Punchy, and Confident Statements: Keep copy concise and impactful, particularly on social media. Let the imagery do much of the talking, but ensure the text reinforces the bold, unapologetic stance.
• •Focus on Individuality and Non-Conformity: Frame products as tools for self-expression and rebellion against the ordinary. Highlight how the clothing helps the wearer stand out.
• •Maintain Visual-Verbal Consistency: Ensure the tone of the copy always matches the dark, alternative, and often futuristic visuals of the products and brand imagery. The language should feel like a natural extension of the design.
• •Understand the "WTF": While the ".wtf" adds an element of provocation and internet savvy, use the implied attitude judiciously in copy. It signifies surprise, defiance, and a break from the expected. Let this spirit infuse the copy without necessarily overusing the acronym itself. It's about the *feeling* it evokes.

Social Perception

Niche & Subcultural, Cool & Edgy, High Quality, Unique & Distinctive, For Trend Breakers, Modern & Futuristic

Copy Examples

• •Headline: Not For The Faint of Heart. Body: This isn't just clothing. It's a statement. Prisoner.WTF - Wear Your Rebellion.
• •Headline: Embrace The Shadows. Body: Our latest Darkwear collection is here. Crafted for the individual who finds beauty in the dark. Shop now, if you dare.
• •Headline: Uncaged Style. Body: Break free from the mundane. Prisoner.WTF delivers tech-infused designs for the urban warrior. Function meets fearless.
• •Headline: Standard Issue? Never. Body: Your rules. Your look. Define yourself with apparel that defies convention. Prisoner.WTF - Beyond the Pale.
• •Headline: System Override. Body: Glitch the matrix of mainstream fashion. Our new arrivals are engineered for those who write their own code. Explore Prisoner.WTF.