Brand Tone

Authentic & Unfiltered, Street-Smart & Urban, Confident & Bold, Community-Oriented & Inclusive, Conscious & Purpose-Driven

Brand Values

• •Authenticity
• •Sustainability & Ethical Practices
• •Cultural Connection (Hip Hop & Street Culture)
• •Self-Expression & Individuality
• •Quality
• •Empowerment

Best Practices

• •Avoid overly formal or corporate language.
• •Anchor in Authenticity: Ensure messaging always ties back to core values like genuine self-expression, cultural roots (hip-hop, street art), and transparency. This is a key differentiator.
• •Let the copy reflect the boldness of the designs and the 'hustle meets high fashion' attitude.
• •Use street-smart language to connect with audience
• •Highlight sustainability efforts

Social Perception

Culturally relevant, part of the culture, sustainable, Black-owned, woman-founded, empowering urban communities, authentic and transparent

Copy Examples

• •"Yo, Where's My Order At?"
• •"Don't trip, fam!"
• •"keepin' it green"
• •"high-quality drip"
• •"Where Hustle Meets High Fashion"