Brand Tone

Urban and Street-Savvy, Youthful and Trendy, Confident and Bold, Authentic (Milanese), Inclusive, Direct and Casual

Brand Values

• •Inclusivity: a brand that is inclusive and adapts to everyone, without limits of size or gender.
• •High Quality: offer high-quality products.
• •Unique and Original Design: dal design unico e originale.
• •Authenticity/Milanese Street Culture: riflettano lo spirito della cultura street milanese (reflect the spirit of Milanese street culture).
• •Passion for Fashion and Street Culture: The founding motivation.

Best Practices

• •Speak Street: Use contemporary, urban language that resonates with the target streetwear audience. Keep it casual, direct, and confident. Avoid overly formal or corporate jargon.
• •Emphasize Milanese Authenticity: Regularly weave in references to Milan, its street culture, and the brand's origins. This reinforces a key differentiator.
• •Champion Inclusivity: Ensure copy reflects the value of being for "everyone, without limits of size or gender." Use inclusive pronouns and showcase diversity in visuals when possible.
• •Be Bold and Confident: Let the "XXL" part of the name inspire a confident, assertive, and slightly edgy tone. Don't be afraid to make a statement.
• •Stay Visually Consistent with Tone: Ensure that the copy on social media, product descriptions, and ads aligns with the visual branding (graphics, model poses, overall aesthetic), which currently projects a modern, street-savvy image. The tone should feel like a natural extension of what customers see.

Social Perception

Fashionable and visually current within the streetwear niche, Community-Focused (Potentially) fostering a sense of local pride and community among their customers, overall positive sentiment with users expressing appreciation for the designs.

Copy Examples

• •XXL MILANO: Streetwear. No Limits. Just Milan. Body: Rock the streets with threads that speak your language. Quality gear, born in Milano, for every single body. This isn't just clothing, it's a statement.
• •Beyond Size. Beyond Trends. This is XXL MILANO. Body: We don't do boxes. We do bold. Original designs straight from the heart of Milan's street scene. Wear it loud, wear it proud.
• •Your Style. Your City. XXL MILANO. Body: From the Duomo to your block, our streetwear is built for expression. High-quality, authentic Milanese vibes. Inclusivity stitched into every piece.
• •Unleash Your Milano Vibe. Body: Get hooked on XXL MILANO. Fresh designs, premium quality, and that unmistakable street spirit. Designed for all, inspired by the real Milan.
• •XXL Attitude. Milano Roots. Body: More than just a label. We're a culture. Experience streetwear that's authentic, inclusive, and unapologetically Milanese. Shop the drop.