Brand Tone

Poetic & Conceptual, Minimalist & Sophisticated, Reverent & Deliberate

Brand Values

• •Artisanal Heritage
• •Sustainability & Conscious Consumption
• •Timelessness
• •Artistic Expression
• •Authentic Identity

Best Practices

• •Use Metaphorical and Philosophical Language: Frame products with concepts like "architecture," "memory," "dialogue," and "space." This elevates the brand beyond mere apparel and reinforces its intellectual identity.
• •Maintain a Minimalist Voice: Be concise and deliberate. Use short, impactful sentences. Avoid hyperbole, exclamation points, and overly casual language. Let the power of the words and images speak for itself.
• •Emphasize Process and Materiality: Always connect the final product back to its origins. Talk about the materials (linen, silk, alpaca, fique), the artisanal techniques, and the time invested in its creation. This reinforces the values of craftsmanship and sustainability.
• •Tell a Consistent Brand Story: Every piece of copy, from a hashtag to a product description, should echo the core narrative: the fusion of heritage and contemporary design, the reinterpretation of identity, and the commitment to slow, conscious fashion.
• •Speak to the "Global Consumer": While rooted in Colombian heritage, the language should be universal. Address a sophisticated, global audience that understands and appreciates art, design, and philosophy, avoiding regional jargon while staying true to the brand's origins.

Social Perception

Niche & Avant-Garde, appealing to a discerning global consumer; Respected & Authentic by the fashion community for its clear vision and ethical production; Intellectual & Intimate, viewing clothing as personal expression and armor.

Copy Examples

• •A textile is a container of memory. Each thread, a silent witness to the hands that wove it and the journey it is yet to take. Our 'Proceso' collection is an exercise in resilience, a dialogue between heritage and the now. #ANewCross #ArtisanalFuture #WearableArchitecture
• •The Oracle Coat. A shield against the ephemeral. Crafted from high-altitude alpaca wool in collaboration with our partner artisans, this piece is an exploration of form and absence. Its structure is a study in quiet strength, designed not for a season, but for a lifetime. A minimalist, monochromatic, and urban proposal that looks towards the future.
• •We understand clothing as the minimum habitable space. It is the first architecture that protects and communicates who we are. Founded in 2011, A NEW CROSS reinterprets Latin American identity through a contemporary lens, creating a dialogue between the artisanal and the urban. Our pieces are not handicrafts; they are timeless objects born from patience, co-creation, and a deep respect for process.
• •A Story in Every Seam: Inside the A NEW CROSS Atelier. Repairing is an exercise that demands intention and patience. It is done from within and is reflected outside. This week, we invite you into our creative process —a space where tradition is not just preserved, but reimagined. Discover the journey behind our latest collection, from initial sketches to the final stitch.
• •More Than Clothing. A Second Skin. A NEW CROSS creates durable, exclusive garments for the conscious individual. We reject the pace of trends to build a wardrobe of timeless, meaningful pieces. Discover a new concept in sustainability. Shop the Collection.