Brand Tone

inspirational, educational, and earnest; purpose-driven and calm, avoiding aggressive sales tactics. It fosters a sense of community and collective responsibility, with a consistently positive and encouraging voice.

Brand Values

• •Sustainability
• •Ethical Production
• •Timelessness & Longevity
• •Conscious Consumerism
• •Authenticity

Best Practices

• •Always connect the product back to the brand's core mission. Whether it's a simple t-shirt or a new collection, the copy should remind the audience why it was made—ethically, sustainably, and with longevity in mind.
• •Frame content as an opportunity to inform and empower the consumer. Use phrases like "Did you know…," "Learn more about…," and "A conscious choice for…" to position the brand as a knowledgeable and helpful guide.
• •Avoid urgent, high-pressure sales language ("Buy now!", "Limited time!"). Instead, use encouraging and calm calls-to-action like "Discover the collection," "Join the movement," or "Wear the change."
• •Speak to the audience as a collective. Use inclusive language like "we," "our community," and "together" to foster a sense of shared values and goals, turning customers into advocates.
• •Back up claims with facts. Instead of just saying "eco-friendly," specify "made from 100% GOTS-certified organic cotton." This builds trust and reinforces the brand's authenticity.

Social Perception

mission-driven and authentic; seen as a participant in the broader slow fashion movement. Customers trust its ethical claims, appreciate product quality, and view it as reliable, high-quality, and genuinely committed to its values.

Copy Examples

• •Our classic hoodie isn’t just a layer for warmth; it’s a choice for change. Made with 100% organic cotton and designed to last for years, not just seasons. This is comfort you can feel good about. #altidclothing #SlowFashion #WearTheChange
• •Why 'altid'? It means 'always' in Danish. We chose it as a promise to always be transparent, always use sustainable materials, and always create clothing that’s meant to be worn and loved… always. Join a movement that values people and the planet. Discover our story.
• •Choosing consciously is the first step. At altid, we believe in empowering our community. That's why our latest blog post is all about small, impactful changes—from caring for your clothes to extend their life, to understanding the fabrics you wear. It’s not about buying more; it’s about choosing better. Read more on the blog.
• •Clothing That Cares. Ethically crafted basics for a better wardrobe and a better world. Shop the collection and wear your values.
• •We are proud to announce that we've partnered with a new GOTS-certified organic cotton supplier, furthering our commitment to a fully transparent and ethical supply chain. For us at altid clothing, sustainability isn't a buzzword; it's the foundation of our business model. #SustainableBusiness #EthicalFashion #SupplyChain