Tono de Marca

Unapologetic, authentic, and rooted in street culture. It is direct, confident, and aspirational yet grounded, with a rebellious and anti-establishment edge, encouraging customers to break free from pre-established norms.

Valores de Marca

• •Authenticity and Heritage
• •Cultural Connection
• •Rebellion and Ambition
• •Quality Craftsmanship

Mejores Prácticas

• •Embrace the NYC Heritage: Continuously reference the brand’s origins in the Lower East Side. This is a powerful authenticator. Use phrases like 'Born in NYC,' 'Forged on the streets,' or 'From the LES, worldwide.'
• •Use Confident and Direct Language: Adopt an unapologetic tone. Be bold and declarative in your statements. Avoid corporate jargon or overly soft language. The 'WE WON'T SPAM YOU, RESPECTFULLY' tagline is a perfect example of this balance.
• •Connect with Counterculture: Your copy should always tie back to the pillars of hip hop, skate, BMX, and street art. Use language and create scenarios that resonate with these communities authentically.
• •Champion the 'Ethik': Weave the brand's core values of resistance, ambition, vigilance, and self-determination into product descriptions, social media posts, and campaigns. This transforms apparel into a statement of identity.
• •Be Aspirational but Grounded: While the brand is 'Worldwide,' the copy should feel like it's speaking from the street level. It should inspire ambition while remaining relatable and part of the underground culture it represents, not above it.

Percepción Social

Generally positive among streetwear enthusiasts, recognized as 'fire' and credible within the community. It holds mid-to-lower range popularity compared to mainstream, with a 3.7/5 customer review score. The brand is appreciated for its authentic aesthetic, strong NYC roots, and a notorious and respected reputation built through community engagement and live events.

Ejemplos de Copy

• •Not just a flannel. It’s a uniform for the relentless. Forged on the Lower East Side. Designed for your hustle. The Split Houndstooth Flannel is available now.
• •Resistance is our ethik. Ambition is our drive. We’re not just making clothes; we're building a new standard. Join the Worldwide movement.
• •Respectfully in your inbox with new drops.
• •It started in a dorm room with six tees and a vision. Today, the vision is worldwide. This is for the innovators, the skaters, the artists. This is Ethik.
• •Stop conforming. Start resisting. Shop the new collection and wear your ethik on your sleeve. Unapologetic streetwear since 2010.