The brand does not follow the mass trend route but takes "individual expression" as its core.

Through exaggerated prints, bold designs and unique naming, it conveys the dressing concept of "not pandering, showing attitude", which is suitable for consumers who like street culture and pursue recognition. Unlike the "basic prints" of popular streetwear brands, Cool Shirtz's designs are more "aggressive" and "recognizable". The print elements tend to be abstract, fun or have an attitude in the text, avoiding the same style as others.