Brand Tone

Irreverent, humorous, provocative, and informal, deeply rooted in Australian youth and "lad" culture, characterized by a casual and sometimes confrontational style, conversational, anti-establishment, and carefree.

Brand Values

• •Entertainment & Humor
• •Rebellion & Non-Conformity
• •Community & Belonging
• •Living in the Moment

Best Practices

• •Embrace the Founder's Voice: All copy should sound like it could be spoken by Maitland Hanley. Use short, punchy sentences, Australian slang, and a conversational, energetic tone.
• •Use Humor and Inside Jokes: Leverage moments and catchphrases from the YouTube videos. This rewards engaged followers and strengthens the sense of community.
• •Keep it Confident and Provocative: The brand's edge comes from its unapologetic nature. The copy should be bold and slightly arrogant, leaning into the "dumb" persona with confidence.
• •Focus on Lifestyle, Not Just Product: Sell the experience and the attitude, not just a t-shirt. The copy should connect the apparel to the activities and mindset seen in the vlogs.
• •Prioritize Authenticity Over Polish: Avoid overly professional or corporate language. Grammatical perfection is less important than capturing the raw, unfiltered energy of the brand. The tone should feel like a text from a friend, not a marketing email.

Social Perception

Highly polarized; perceived as authentic, fun, and a symbol of community and shared identity by the target audience/fans, but may be seen as promoting immaturity or foolishness by the general public due to its provocative nature and association with specific youth subcultures.

Copy Examples

• •Official uniform for bad decisions. The new [Product Name] hoodie is here. Don't think, just do. Link in bio. #StayDumb
• •Engineered for questionable choices and maximum comfort. This isn't just a tee, it's an alibi. Wear it responsibly. Or don't. We don't care.
• •You've seen the videos. You know the vibe. Now own the gear. The Young and Dumb [Collection Name] is live. Get it before we do something stupid and take the site down.
• •Your weekend just got dumber.
• •Making our mums proud since [Year]. Or maybe not. Shop the new collection.