Brand Tone

Authentic & Transparent, Warm & Approachable, Conscious & Ethical, Appreciative & Humble, Passionate & Proud

Brand Values

• •Sustainability
• •Ethical Production
• •Quality & Craftsmanship
• •Transparency
• •Community
• •Simplicity & Timelessness
• •Embracing Imperfection

Best Practices

• •Embrace "Perfectly Imperfect": Consistently weave in the idea that the natural variations and wrinkles of linen are part of its charm and beauty. Avoid overly polished or sterile language. Use phrases like "beautifully rumpled," "softens with age," "unique character."
• •Highlight Human Touch & Craftsmanship: Emphasize that items are handmade by skilled artisans in their family-run studio. Use words like "crafted," "artisan," "handmade," "made with care," "our team."
• •Communicate Sustainability Naturally: Integrate messages about ethical sourcing, Oeko-Tex certification, made-to-order processes, and waste reduction seamlessly, not as an afterthought. Let it be an inherent part of the product's story.
• •Speak with Warmth and Honesty: Address the audience in a friendly, approachable, and transparent manner. Share stories about the brand, the makers, and the material. Be open about the "slow fashion" process.
• •Focus on Timelessness and Comfort: Describe the clothing in terms of its lasting style, versatility, and the comfort it provides, rather than focusing on fleeting trends. Use words like "enduring," "versatile," "effortless," "breathable," "gentle on skin."

Social Perception

Highly Respected for Ethics and Sustainability, Loved for Quality and Comfort, Appreciated for Authenticity, Seen as a "Slow Fashion" Champion, Valued for Customer Service & Customization, Aesthetic Appeal

Copy Examples

• •Crafted for life, with love and linen. Discover enduring pieces, made just for you, by our family.
• •Embrace the beauty of slowing down. Our linen, like nature, is perfectly imperfect – and gets softer with every story you live in it. #NotPerfectLinen #SlowFashion #SustainableStyle
• •Your everyday essential, ethically made. Woven from the finest European linen, this piece is a testament to thoughtful design and the hands that shaped it. OEKO-TEX certified, because we care for your skin and our planet.
• •Tired of fast fashion? Choose lasting quality and a lighter footprint. At Not Perfect Linen, we handcraft each garment to order in our Lithuanian studio, celebrating sustainable materials and fair practices. Join our community.
• •Made with care, for you to live in. This week, we're sharing a glimpse into our studio – where every stitch is a promise of quality, sustainability, and the simple joy of linen.