Is it lame to label your own brand as a "Lifestyle", "Streetwear", "Collective"? Or no? I have been debating on whether it is a good idea to do so
I think you have to have a real reason to do it, not just cause you want to. The brand Cxxvi (www.cxxvi.net) is considered a life style brand because of the vibe it gives off, the brand message, it's variety of products, etc. It isn't just some brand that makes 4 tees and says so.
I think it's pretty important to categorize your brand correctly. Whenever I see a brand randomly calling them selves a life style brand when there is no reason they are, i just click away. It mostly depends on the way you brand yourself and your brand message, and the way you execute it.