Brand Tone

Provocative, Edgy, Non-conformist, Rebellious, Direct, Assertive, Informal, Youth-Oriented

Brand Values

• •Self-Expression & Individuality
• •Authenticity & Unapologetic Stance
• •Boldness & Fearlessness
• •Community/Tribe Mentality
• •Exclusivity/Scarcity

Best Practices

• •Embrace the Edge, Consistently: Don't shy away from the provocative nature of the brand name. Use strong, direct language. Ensure this boldness is present across all touchpoints, from product descriptions to social media replies.
• •Know Your Audience's Vernacular (But Don't Overdo It): Use contemporary slang and an informal tone that resonates with the streetwear audience, but avoid forced or outdated terms that could make the brand seem inauthentic.
• •Be Unapologetic (Within Reason): The 'no excuses' vibe is part of the appeal. While customer service still needs to address legitimate issues (e.g., faulty product, wrong shipment) even within a strict policy, the general communication should be confident and assertive, not overly accommodating or apologetic for the brand's core identity.
• •Visual and Verbal Harmony: Ensure the raw, edgy visual style of the products and imagery is matched by the copy. Short, punchy sentences and impactful words will complement the aesthetic better than long, elaborate prose.
• •Develop a 'VULGAR Lexicon': Create a small internal guide of words/phrases that align with the brand (e.g., 'unfiltered,' 'raw,' 'statement,' 'defiant') and, importantly, words/tones to avoid (e.g., 'gentle,' 'sorry,' 'please everyone,' overly corporate or soft language). This helps maintain consistency even if multiple people are writing copy.

Social Perception

Niche Appeal, Polarizing, Fashion-Forward (within its niche), Potential Customer Service Concerns

Copy Examples

• •Instagram Post (New T-shirt Drop): 'They told you to blend in. We say f*ck that. New graphics. Same VULGAR attitude. Drop’s live. Don’t sleep.'
• •Website Banner (General): 'VULGAR: Not for the faint of heart, or the easily offended. This is your uniform.'
• •Product Description (Graphic Tee): 'Wear it loud. This ain’t just a tee, it’s a statement. Heavy cotton, couldn't-care-less fit. You know the drill. No returns, no regrets.'
• •Email Subject Line (Limited Release): 'You're Either VULGAR, Or You're Not. Limited Pieces Inside.'
• •Social Media Bio Update (Short-term for a specific campaign): 'Normal is a warning sign. Get VULGAR. Shop the [Campaign Name] collection – if you dare.'