Brand Tone

Expressive, Eccentric, and Confident

Brand Values

• •Individuality and Self-Expression
• •Cultural Diversity and Inclusivity
• •Accessibility
• •Authenticity

Best Practices

• •Lead with Individuality: Every piece of copy should reinforce self-expression and uniqueness, using words like "your," "unleash," and "define."
• •Integrate the "Why": Don't just sell clothes; sell the philosophy behind them, mentioning cultural influences, diversity, and imperfection.
• •Maintain a Confident and Youthful Voice: Use active, energetic language with short, impactful sentences, like a cool, knowledgeable friend.
• •Be Transparent with Value Propositions: Consistently mention benefits like "tax and shipping included" or "student discounts available" in ads and emails.
• •Acknowledge and Address the Negative: When responding to customer complaints, use a consistent, apologetic, and solution-oriented tone to rebuild trust.

Social Perception

The perception is sharply divided: intended as a beacon of eccentric, inclusive, and empowering global streetwear; actual perception among customers highlights significant logistical and customer service challenges, long shipping delays, and issues with refunds, leading to a perception of it being a dropshipping operation and eroding trust.

Copy Examples

• •Normal is boring. Your style is your story. Make it unforgettable with our Hand-Drawn Cat Sweater. #Zwoyren #ExpressYourself #StreetwearCulture
• •Why blend in when you can stand out? Discover unique designs inspired by global street culture. P.S. We cover all taxes and shipping. Shop the new collection now.
• •Be The Trend. Don't Just Follow It.
• •Crafted for the bold. The Washed Fringe Jeans feature a unisex fit and unique fringe details, embracing the beauty of imperfection. This isn’t just denim; it’s a statement.
• •Your main character moment is calling. Style our Plaid Necktie Shirt your way and show us your fit. #StyleChallenge #ZwoyrenFits #OutsideTheOrdinary